Understanding the Ad Avoider

No Junk Mail, Please

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Advertising can build brands, but consumers have always had the power. They can choose to avoid advertising or engage with it – the choice is increasingly directly within their hands. How does the industry strike the right balance – and what does it need to do differently to improve the overall experience?

How far will consumers go to block advertising?

This report assesses how big the issue of ad blocking really is, an issue not exclusive to online. Through insights from five of the world’s largest advertising markets the report reflects the ad-avoidance landscape and offers recommendations to advertisers and agencies on how best to reverse the trend.

FINDINGS

  • It hasn’t gone away - ad-blocking levels remain relatively high, with many consumers selectively blocking advertising through specific media forms.

  • Re-discover the power of creativity: shape the message to the medium and adapt for each intended media form.

  • Selective blocking is on the rise – significant number of consumers are paying a premium for ad free environments on selected platforms.

  • Consumers crave relevance - the industry is still struggling to deliver to the promise implicit in online data.

WHAT CAN THE INDUSTRY DO TO IMPROVE?

  • Improve the value exchange for the consumer – ads should continue to be useful and entertaining to prevent consumers avoiding advertising.

  • Re-discover the power of creativity, shapes the message to the medium and sufficient adaptation for each intended media form.

  • A shared responsibility – we must collectively recognise that more needs to be done to regain consumers’ acceptance of online media. Everyone has a role to play in achieving this.

  • Independent online measurement needs to encompass creative considerations (i.e. did the message resonate?), as well as audience data.

It's time to get back a contract of trust with the public.

Jean-Luc Chetrit, Director Général, UDA, France

How much of a problem is it?

of 45 – 64 year olds are blocking - almost the same level as the 18 – 34’s.


Q : Do you use adblocking software at all on any device?

Agree that a lack of relevance is a reason why they block.


Q: Please select how strongly agree or disagree with statements – “I prefer to see advertising that is relevant to my interests”

Said yes to paying for online TV subscription services.


Q: Have you ever signed up for a paid subscription to an online TV service?

Base: 5,000 connected consumers

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