Intrusive formats key culprit for Adblocker usage


What’s happened?

A recent study by US video ad tech company, Teads, investigated user motivations for installing ad blockers. The key finding was that intrusive ads are the biggest motivator for installing adblockers, more so than other factors such as data or site performance. Users are seeking non-intrusive ad experiences with 80% stating that skippable ad formats would reduce their motivation to install an ad blocker.

Our take

With a total of 181 Million users having installed adblockers and usage increasing 41% from 2014 to 2015, there’s no denying that adblocking technology is having a pertinent effect on the industry. Since the introduction of ad blockers to ios9 last September, the importance of the issue has only heightened. Creating seamless online ad experiences needs to be the priority in connecting with consumers. Formats such as Native, skippable ad formats and polite ad loading provide this capability.

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.