According to the latest report released by the IAB, 15% of British adults are currently using ad blocking software to improve their online surfing experiences. The report reveals a general, negative attitude towards disruptive, poorly targeted ads which interrupt the consumer’s online activities. The research also claimed to have found that 22% of men are likely to use ad blocking software in comparison to only 9% of women, and that most of the software downloads have been made by 18-24 year olds (35%). Of those currently using ad-blocking software, 80% are doing so on laptops, 46% of desktop PC’s and 19% on tablets and mobiles. The research discovered that main motivation for wanting block adverts online was because they were considered too disruptive when interrupting the browsing experience (73%). The second key justification for ad blocking was when the consumer found the design of the ad to be annoying (55%), closely followed by the sentiment that online ads ‘slow down’ the web browsing experience (54%). Another important finding suggested that relevancy was causing many people to download the software with 46% blocking ads because they are not relevant. At The Media Angel, our advice to brands advertising online would be to avoid being too disruptive for web browsers, perhaps choosing colour schemes and images more carefully with this sentiment in mind. Advertisers and marketers should perhaps strive for a more seamless and less ‘annoying’ format that doesn’t ‘disrupt’ the browser in such a negative way. Our team would also agree with the idea that the industry refines its technology for targeting; making sure that adverts appear in front of...
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