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BizReport : Advertising : October 19, 2015


Tactics used in the age of ad avoidance

Much media attention has been given to ad blocking in recent months in the wake of Apple's recent move to allow ads to be blocked on the Safari browser of its iPhones and iPads. Research from BuzzCity reveals ad blocking to be but one of several ways in which consumers avoid advertising.

by Helen Leggatt

The age of ad avoidance is upon us, and ad blocking is becoming increasingly popular among consumers who do not wish their online, mobile or television experience to be interrupted by ads. BuzzCity's global research among 3,000 consumers across 17 countries reveals the love-hate relationship with advertising and the various ways in which ads are being avoided across both digital and traditional channels.

While Internet (27%), online video (23%) and television (23%) score as the most influential forms of advertising, they also rank as the three most invasive among consumers.

Too many ads (36%) and seeing the same ad over and over (30%) are just reasons why consumers are increasingly choosing to take action to avoid seeing them. As well as employing ad blockers online, used by 26% of those surveyed, consumers are also taking other actions. Nearly one third (30%) avoid television and radio ads by changing channels while 28% pay to avoid ads by subscribing to Pay TV or VOD services. A quarter (24%) discard direct mail.

"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," said BuzzCity CEO, Dr. KF Lai. "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."

Furthermore, BuzzCity's report also reveals that consumers that block ads, particularly those who block pop-up ads (26%) could be missing out on vital information.

"While many annoying ads appear in the form of pop-ups, these are also used by many responsible publishers to deliver supporting information or services without disrupting the user experience," says the report. "Some airlines are known to present boarding passes in a separate pop-up to allow customers to continue with pre-boarding, seat, or menu selections. There are also banks that present receipts for online transfers or payments in a separate pop-up."






Image via Shutterstock

Tags: ad blocker, adblocking, Internet, mobile, television








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