Ad Blocking and Its Effect on Digital Advertising

Ad Blocking and Its Effect on Digital Advertising

Ad block is a unique tool that helps users avoid seeing ads while browsing the internet. It filters out different kinds of ads like banners, pop-ups, videos, and text ads, so you don't have to see them on your screen. Ad-block Plus is the most renowned ad blocker, boasting over 500 million downloads in the decade following its launch in 2006.

People are still arguing whether using ad blockers is a good idea. Some Internet users think it's great because it gives them more control over their online experiences and removes annoying ads. Conversely, some critics worry that it could affect how websites gain revenue and further ability to offer free content.

The Motivations Behind Ad Blocker Usage

The primary reasons internet users use ad blockers are to avoid annoying and disruptive ads and to experience faster page loading times, as too many ads can slow down the loading of web pages. Additionally, data privacy concerns drive some users to employ ad blockers to prevent tracking. According to a survey by Blockthrough, 81% of US ad-blocking users utilize ad blockers to steer clear of interruptive or bothersome ads. Moreover, significant majorities also use these tools to safeguard themselves from malware (62%) and protect their privacy (58%).

Worries regarding data privacy also influence the use of ad blockers. In an October 2020 survey by Edelman, nearly 70% of adults worldwide reported employing various methods to avoid ads. These methods included altering their media consumption habits to encounter fewer ads (49%) and resorting to ad blockers (48%).

What Can Ad Block Numbers Tell Us?

According to statistics of 2021, among the 18 to 24 age group, 60% utilized ad blockers on their desktops and laptops, while a smaller proportion of 18% used them on smartphones. In the 25 to 34 age bracket, 47% of individuals employed ad blockers on their desktops and laptops, with 34% using this technology on smartphones. As for users aged 35 to 54 who utilized ad block software, 51% preferred it on desktops and laptops and 35% on smartphones. Among those aged 55 and above, 44% resorted to ad blockers on desktops and laptops, while a smaller percentage of 25% used ad blockers on their smartphones.

As we can see, ad blocker usage varies across age groups, with younger users showing higher preferences for desktop and laptop ad blockers. In comparison, older users have lower ad blocker adoption rates, especially for smartphones.

How can Advertisers Reduce The Impact Of Ad Blockers?

Providing content for a subscription can be a good solution for users annoyed by ads and for publishers who plan to benefit from their inventory. As publishers switch to subscription models, consumers pay for digital content with reduced or no ads. However, users are more open to ads when they don't have to pay for subscriptions or can get lower-priced options. Lighter and less intrusive ad experiences and incentivized ads like rewarded video ads are also better received by consumers.

While many consumers dislike ads on publisher websites, especially video ads, some have neutral feelings about them. Surprisingly, even users who use ad blockers are more likely to accept non-intrusive ad experiences. A Q2 2020 survey found that 47% of US internet users viewed website ads negatively, while only 10% had a favorable opinion. However, 41% reported a neutral attitude, suggesting they might tolerate ads as part of the overall publisher site experience.

Don't Forget About Banner Blindness

Banner blindness is a form of ad avoidance where users become so accustomed to the presence of banners that they automatically filter them out, often without even realizing it. Based on the information, a significant percentage of internet users, around 86%, display banner blindness, which means they tend to overlook or ignore banner ads. Out of all users, only a tiny fraction, approximately 14%, can recall the last ad they encountered, and an even smaller percentage, around 2.8%, find advertising to be relevant to their interests or needs.

The main reason is the abundance of interactive or static ads, flash banners, and more advertising, which annoy users. Another factor is the ads' irrelevance, often showing content users don't need, adding to their irritation. Lastly, negative user experiences, like clicking on ads leading to redirects and disrupting their desired content, contribute significantly to banner blindness. Read more about this in our article dedicated to banner blindness.

Sum up

Ad Block and similar software have become increasingly prevalent, with millions of users opting to avoid ads while browsing the internet. Advertisers and publishers must acknowledge the growing impact of these tools and find ways to address their challenges. The relentless growth in ad blocker users signals that these tools will always coexist with online advertising.

Advertisers can explore subscription models and lighter, less intrusive ad formats to counteract the impact of ad blockers. Moreover, understanding banner blindness is crucial, as it affects a substantial percentage of internet users who automatically ignore banner ads. By being aware of these dynamics, advertisers can adapt their strategies to engage users better and deliver meaningful experiences despite ad blockers.