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BizReport : Advertising archives : December 21, 2015


DCN: Ad blocking a significant issue for the publishing industry

Digital Content Next (DCN), previously known as the Online Publishers Association, has pushed more data into the ad blocking arena with a survey showing that a third of U.S. consumers are very or somewhat likely to try out ad blocking software in the next three months.

by Helen Leggatt

Consumers use ad blockers for a number of reasons. DCN found that the main dislike was ads that automatically begin playing or pop up and expand over content (70%) followed by concerns about ad tracking (68%) and slowing down web page loading time (57%).

According to the 2015 DCN Consumer Ad Block Report, 33% of U.S. consumers are very or somewhat likely to install an ad blocker in the coming three months. The impact, they say, could be significant.

"Ad blocking growth is happening linearly," said DCN in a statement. "Left unchecked, it is a significant issue for the industry. Accelerants may include installation at the enterprise-level, carriers competing on ad blocking as a feature and continued growth in privacy and security risks in the marketplace."

Previous research has shown that the notion that ad blockers do not want to see any ads at all may not be entirely accurate. According to a survey by YouGov among more than 2,000 adults, conducted for the Internet Advertising Bureau (UK), of those that block ads only 52% want to block all ads.

The remainder simply want to block certain types of ads or ads on particular websites. Seventy-three percent said that the ads they are most likely to want to block are those that are disruptive to their browsing experience. More than half (53%) block ads because they find the design and format - such as bright colours and pop-ups - annoying, while 46% block ads because they just aren't relevant.

Jeremy Arditi, SVP International Sales at ad agency Teads believes that the ad industry needs to step up to the mark to discourage ad blocking and keep Internet content free.
"We need to get better at engaging, not better at interrupting," said Arditi. "That means introducing new formats which consumers find less invasive, more creative ads that are better placed, and giving consumers a degree of choice and control."






Image via Shutterstock

Tags: ad blocking, advertising, publishing








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