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BizReport : Advertising : January 27, 2016

Intrusive pre-roll ads prompt ad blocking software installation

More than 4 in 10 people are motivated to install an ad blocker by what they perceive to be the most intrusive advertising format of all - pre-roll ads.

by Helen Leggatt

Video ad tech firm Teads commissioned Research Now to study attitudes towards and motivations to use ad blocking software. The survey was among 9,000 people who are existing users of ad blockers, including on mobile, as well as those who are aware of ad blockers but do not yet use them. They discovered that more than two-thirds (64%) of respondents were prompted to install ad blocking software by annoying and intrusive ad formats.

The research revealed that 41% of those surveyed were prompted to install ad blocking software due to pre-roll ads, with 52% considering the format to be the most intrusive. Teads, who develop video tech that auto-plays within content, claims that pre-roll ads are more intrusive because, unlike their ads that can be closed at any point, pre-roll ads must be watched through to completion before viewers can reach the content they want. According to Jim Daily, president at Teads, "pre-roll is essentially a content-unlocking mechanism" and that they are basically "an agreement between the user and publisher that they'll watch a 15- or 30-second commercial to get the access they want".

ad block 1.pngIn fact, 56% said that they might reconsider installing an ad blocker if they were given the option to skip the ad from the start, or even skip after 5 seconds (29%).

Pop-up ads were thought to be annoying by 88% of survey respondents, while 46% said they disliked display ads. Intrusive ads were a key motivator for 3 out of 4 respondents to install an ad blocker, more so than other considerations such as data usage or speed.

Almost half (45%) of respondents said they found out about ad blocking software for desktop from friends, 34% via word of mouth and 11% through social media. Those blocking ads on mobile devices also learned about it from friends (44%), word of mouth (26%) and social media (18%). More than two-thirds of those who have ad blocking software installed use Chrome as their browser, 37% use Firefox and 32% Safari.

Image via Shutterstock

Tags: ad blocking, ad format, advertising

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