80 percent of recently surveyed consumers would reconsider installing ad blockers if the ad experience provided them with the choice to skip or close the ad.
That’s the message from Teads, a provider of native video advertising solutions and a global monetization platform for publishers.
The company’s global study analyzes why people use ad blockers online. Teads surveyed more than 9,000 respondents globally for the study.
“Notably, the survey, conducted by Research Now, reveals that intrusive and forced ad formats are the number one driver of ad blocker adoption,” the Teads team tells MAW in recent report. “Three out of four U.S. respondents say that intrusive ads were the largest motivator for installing ad blockers. Additionally, 80 percent of respondents would reconsider installing ad blockers if the ad experience provided them with the choice to skip or close the ad.”
The study pinpointed some other common aggravations felt by consumers. In the U.S., for instance, more than half (about 52 percent) of respondents who have installed ad blockers rate pre-roll as the most intrusive video format.
Pop-ads, the report authors note, are the largest driver of ad blocker adoption with 88 percent of respondents using ad blockers to remove these ads from their online experience.
“People around the world have expressed an aversion to intrusive ad formats but providing people choice is a global solution,” said Rebecca Mahony, the CMO at Teads. “The rise of ad blockers signals a wake-up call for the advertising industry and we must pay attention to the demands of consumers for advertising that respects their online experience. Teads is proud to offer a solution that gives users the choice to opt-out and we look forward to continuing our mission to inject sustainable advertising into the ecosystem in 2016.”
Those wanting to download a copy of Teads’ Global Ad Blocker study can do so here.