Ad Blocking: Who Blocks Ads, Why and How to Win Them Back

This study shows that two thirds of consumers using ad blockers are open to stopping to use them; their top motivators are messages that refuse entry if an ad blocker is in use, and assuring that ads don't auto-play, block content, contain viruses, or slow down browsing.
  • 26% of users surveyed block ads on computers and tend to be men 18-34 years old; there are also many respondents (40%) who think that antivirus software or pop-up blockers are ad blockers.
  • 17% of consumers not blocking ads are at risk of starting to do so, for the same reasons as current blockers, including a fear of viruses.
  • To win consumers back, advertisers must give users control - video skip button, or a rating system - and must ensure site safety by providing guarantees that site and ads are secure.
  • In short, implement LEAN principles (Light,...

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