Consumers may trust ads, but they continue to avoid them
Mobile ad network, BuzzCity, recently revealed new research that highlights how consumers may be avoiding ads despite high levels of trust for advertising. The report, based on a survey of 3,000 consumers in 17 countries, talks of a “hate-love relationship to advertising”. It found that 67% of consumers took note of online adverts and 42% of mobile ads. Internet advertising is the most influential form at 27%, followed by online video and TV (23% each). But at the same time, the three formats are also seen as the most invasive.
Media influence versus actionable and invasive ads
Driven by the recent reports on adblockers, Buzzcity took a closer look at ad avoidance, driven by consumers wanting to take control of the ads they view. 36% of respondents dislike the amount of ads they are viewing, whilst 29% just find them annoying. However, the amount of consumers who view the same ads too often decreased 5% from last year.
Among the top ways to avoid adverts are changing channel (30%), paying a subscription to avoid ads (28%), using pop-up blockers (26%) and adblockers (25%).
Ad avoidance methods
Dr. KF Lai, CEO and Founder, BuzzCity, says:
“Consumers are living in an age of ubiquitous advertising and are responding to this by working out ways to filter what advertising they want to see, hear, and listen to. Ad avoidance is not a new phenomenon however with a more discerning consumer, brands and agencies need to respond to it and treat their audiences as individuals, targeting ads more carefully. When executed correctly, we know that advertising provides value for brands and is fuelling purchasing decisions – our research shows that one in five mobile consumers claim to use advertising to make purchasing decisions on a monthly basis, and up to a third (33%) of respondents do so weekly.”