Ad blocking is one of the great threats to the Internet advertising sector, as those affected do not stop pointing out. But it is also an answer that Estonia Email List everyone who has browsed online can understand: ads that jump, that take you away from the page you really want to be on, that force you to spend five minutes looking for how to close it, that, in short, make you hating the brand, the medium that hosts the advertising, and almost almost the entire online experience.

Intrusive ads were raised as a solution to banner blindness, but the disgust it could cause in consumers was not taken into account. In fact, there are numerous studies that indicate that this type of ads (pop-ups and insterstitials, especially) are the most hated. And, they are, in part, responsible for the popularization of ad-blocking software.

It is again revealed in a survey by the Internet Advertising Bureau in which 45% of Internet users recognized that they would probably not block ads if they were not so intrusive. Annoying advertising was therefore the main reason to use these solutions, above the fact that there are many ads on the web pages (29%) or that the ads are not very relevant (12%).

The report also reveals the rapid growth of ad blocking, which is increasing month by month: if in October 18% of Internet users used this type of software, now it is 18%. It is a particularly attractive solution for the youngest, among whom the use of ad-blocking rises to 47%; In other words, almost half of the boys between 18 and 24 years old block ads.

Do media tactics work to deter the use of blockers?

Online media are the main harmed by the use of blockers, since many monetize exclusively through advertising. That is why they have begun to take measures, such as sending messages to users explicitly asking not to use them or blocking their content for those who do not receive the ads. And those measures are proving quite effective.

Thus, 64% of those who use blockers had received some notification from a website asking them to disconnect the software for that particular site. Although at the moment, what motivates the consumer to do so is not being able to access the content of the medium: 54% would be willing not to use ad blockers on a certain website if that is the only way to see the content (The percentage increases to 73% in the case of the youngest).

It must be said that, of all those who had downloaded an ad-blocker, 20% no longer used it, although in most cases this was because they had changed devices. In any case, not being able to access the desired content was the second most frequent reason to stop using an ad-blocker.

As explained from IAB to Warc : “If Internet users realize that they cannot access the content or that they are required to pay for it, then they may stop using blockers. We must reinforce the message of” opportunity cost “: Ads fund that content that users want to enjoy for free.

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