Why people block advertising

ONLINE ADVERTISING 83 percent would choose not to use an ad blocker if they could skip or close the ads that appear. This is according to a global study by Teads, the monetization platform.According to the survey, intrusive and forced ads are the main reason for installing ad blocking software. For three out of four respondents, intrusive advertising is the most important reason for using an ad blocker. Forced video ads are the most intrusive of all advertising formats for 48 percent of those who have installed ad blockers. Under the title "Why people block ads", the Teads conducted a study and surveyed 9,000 people worldwide in the following three groups: Users with ad blockers on desktop / laptop, users with ad blockers on mobile devices (smartphones & tablets) and users who are aware of ad blockers but have not yet installed them. Rebecca Mahony, CMO at Teads, also commented on a possible solution: "The global solution is to give users a choice. The rise of ad blockers is a wake-up call for the advertising industry. We need to take consumers' desire for advertising that respects their online experience seriously." She calls on advertisers, for example, to integrate video advertising into a website in such a way that the user has the choice to watch it or click away.Excerpts of the results from Germany:- Pre-roll video: Every second German (52 percent) who has installed ad blockers describes pre-roll videos as the most intrusive of all advertising formats- Disruptive formats: 66% of respondents perceive forced advertising formats as the most annoying. Pop-up ads are the main reason for using ad blocking software for 80 percent of users.- The power of choice: 57% would reconsider installing ad blocking software if they could skip ads right from the start. 49% would possibly not install ad blockers if they could close the ads.- Word-of-Mouth: 45 percent of users who have installed ad blockers on their cell phone and 42 percent of those who use them on their desktop have learned about them through personal recommendations.- The browser makes the difference: 59 percent of respondents who actively use ad blockers in Germany do so on the Firefox browser. On the Chrome browser, the figure is only 48 percent.- Mobile Ad Blocker: On cell phones, men and women use ad blockers equally (50 percent each). 69 percent find mobile advertising more intrusive than desktop advertising. Extracts of the results at global level:- In Germany, where Adblock Plus is being developed, the motivation to block annoying ads is very high at 72% of respondents. At the same time, 83 percent would not use ad blockers if ad formats gave them a choice of viewing - respondents in the USA showed the greatest rejection of disruptive ad formats. 74 percent cited this as their main motivation for blocking advertising. In Italy, 60 percent agreed.- The largest group of respondents who would not block ads if they could choose whether they wanted to see them or not were in Mexico and Spain, with 89 percent each.- Argentinians are most annoyed by pre-roll video ads. 57 percent of them rated pre-roll as very annoying. They prefer native video ads in articles instead; only 13 percent found them very annoying.