Ad Blocking Users Don’t Hate Ads, They Just Hate the Ads They See

Web surfers utilize ad-blocking software because online advertisements target users poorly and are intrusive. According to Page Fair’s 2017 AdBlock Report, 49 percent of users said they block ads because they’re excessively annoying and irrelevant. 40 percent of users said they find online ads intrusive.

The majority of ad blocking users (77 percent via Page Fair) believe some ad formats are permissible. What this really means is users aren’t blocking ads because they hate them; they’re blocking them because they hate the ads they see. They hate these ads because they’re irrelevant and disrupt the online experience.

Ads don’t have to be a constant annoyance that provide minimal value. Marketers don’t have to track browsing histories, mouse hovers, and clicks to figure out what consumers want.

Consumers will share their data if they receive value from it, but the ad world is stuck in a seemingly never-ending cycle of data aggregators that leverage tracking technology to poach user interests. The interests that aggregators cull together via tracking will never be as accurate or valuable as the information users openly share.

Which would you rather see: an ad picked for you by an algorithm or one selected for you by you? You’d rather see the ad picked by you because you know exactly what you want to see, whereas the algorithm is guessing.

When users are in charge of the ads they want to see, they control the online experience. When they see pre-targeted ads instead of retargeted ads, they’re far more likely to find value and therefore will click on the ad.

Even if they don’t click, the ad is much less annoying and disruptive.

Sources:

http://marketingland.com/survey-shows-us-ad-blocking-usage-40-percent-laptops-15-percent-mobile-216324

http://www.businessinsider.com/pagefair-2017-ad-blocking-report-2017-1

https://pagefair.com/downloads/2017/01/PageFair-2017-Adblock-Report.pdf

 

G.J. Melia