Monetisation platform for publishers, Teads, has released findings of a global study that examines the reasons why people use ad blockers. Having surveyed over 9,000 respondents across nine key markets (US, UK, Germany, Italy, France, Brazil, Argentina, Mexico and Spain), the research finds that intrusive ad formats are a key factor for 69% of respondents when deciding to use an ad blocker. Large, unskippable video formats are another motivator to block ads, say 29%. Pre-roll ads are considered to be the most annoying video format, according to over half of respondents. However, 84% agree that giving them a choice to view ads reduces their motivation to install an ad blocker.
Interestingly, intrusive ads can lead to customers not returning to a website and an astonishing 70% of US respondents would agree.
70% of US respondents won’t return to a website with intrusive ads
Ad intrusiveness on mobile is generally perceived as an even greater issue. Given its large and growing adoption of mobile devices, it comes as no surprise that Mexicans feel more strongly interrupted by intrusive ads on mobile devices. 80% of Argentinians and 76% of Spanish respondents also find intrusive ads on mobile devices a motivation to ad block.
Ad intrusiveness is magnified by mobile
Rebecca Mahony, CMO, Teads, explains:
“People around the world have expressed an aversion to intrusive ad formats but providing people choice is a global solution. 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.”
The report further found that ad block usage can be diminished if ad formats are more user friendly. 56% of people agree that they would reconsider using an ad blocker if they could skip an ad (particularly video ads) from the start. Over half of respondents will also reconsider if ads could be closed. Having the choice to view an ad is most strongly supported in Mexico (89%), Spain (89%) and Brazil (87%).
Reasons why people would reconsider installing an ad blocker
Targeted advertising is another way to ensure marketers are actually reaching their audiences. 41% of respondents agree that they would view ads about products and services which they enjoy. Informative (39%) and entertaining (35%) ads are generally perceived as more motivating to view.
Motivations why people view ads
Teads’ global breakdown shows that intrusive ads are the main motivation to block ads. However, marketers can improve the user experience in order to help persuade consumers to view their campaigns. Targeting and skippable formats are the preferred choice for most of the surveyed users. Pre-roll formats should be reconsidered and ads on mobile should fit the screen and device limitations.