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BizReport : Advertising : April 18, 2016

Report: 40% would pay to remove ads

Consumers finding ways to get around advertisements is not new, but new technology is making it simpler, and could change the way business is done online sooner rather than later. That's the takeaway from a new Accenture report which indicates nearly half (40%) of consumers would pay to have fewer ad interruptions.

by Kristina Knight

Ad blockers may be getting more interest from the consumer segment. New research indicates 4 in 10 consumers would pay to have fewer ad interruptions, and that more than half (61%) are aware that ad blockers exist.

Interestingly enough, consumers in emerging markets are slightly more aware of ad blockers than consumers in developed areas.

"Ad blockers are a relatively new threat to the digital advertising industry," said Gavin Mann, Accenture's Global Broadcast Industry lead. "Consumers are increasingly willing to pay for blockers because too many ads are poorly targeted. In today's world of personalized content, being forced to watch an ad that has no relevance is a missed opportunity and feels increasingly intrusive on precious screen-time. In fact, simple avoidance of content associated with heavy and repetitive irrelevant advertising will increase as consumer choice and awareness of choice increases."

Other interesting findings from the study include:

• 69% of Millennials and 66% of Gen Yers 'are aware' of ad blocking technologies
• 65% of consumers in emerging markets and 58% of mature marketing consumers are aware of ad blockers
• 78% of Latin Americans are aware of ad blockers
• 69% of those in the Middle East are award of ad blockers

Nearly half of those in emerging marketing (47%) say they would pay for ad blockers; 37% of those in mature markets agree.

Tags: Accenture, ad blocking, ad blocking trends, advertising, advertising trends

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