10 killer facts about ad blocking from Kantar Media
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Kantar Media combines the views of 5,000 consumers from 5 major advertising markets alongside views from 40 industry leaders in a new study called DIMENSION to find out how consumers really feel about ad blocking how brands can connect better with consumers
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10 killer facts about ad blocking from Kantar Media
- 1. Ad Blocking 10 killer facts from Kantar Media’s DIMENSION Study
- 2. Innovations in online advertising may be driving positive change, but often targeting ISN’T done well….
- 3. ...potentially feeding ad blocking
- 4. CONSUMER SAMPLE 5,213 connected adults 18+ years old 55% live in an urban setting 5 major ad markets LEADER SAMPLE 14 agencies 10 from advertisers 9 media owners 7 adtech organisations / trade bodies The DIMENSION study by Kantar Media combines the views of 5,213 ‘connected adults’* across the UK, US, France, Brazil and China and 40 leaders* from all sides of the industry. This deck highlights 10 killer facts relating to ad blocking Methodology: * Connected consumer = 5,213 adults (aged over 18 years old) across five of the world’s largest advertising markets: Brazil (1,097), China (1,067), France (1,000), UK (1,035) and the US (1,014 interviews). Interviews were conducted by Lightspeed between 19th Oct - 14th Dec 2016. Consumers must have had access to the internet via both a PC/laptop (at home or work) and a personally owned mobile device be that a smartphone or a tablet. * Leaders = depth interviews with 40 industry leaders based in Brazil (12), France (9), UK (12) and the US (7). 14 came from agencies (media & PR), 10 from advertisers, 9 from media owners, 7 from ad tech organisations and trade bodies
- 6. Most consumers think advertising is changing for the better 1
- 7. 7Base: 5,213 connected adults. 73% of connected adults agree that advertisers are doing a better job of communicating with me now than in the past. 55% of connected consumers believe advertising is changing for the better.
- 8. But excessive retargeting is trying their patience… 2
- 9. 9 71% of connected adults agree/strongly agree ‘Sometimes I see the same ad over and over again, it's too repetitive’. 55% of connected adults agree/strongly agree they often see ads for something they’ve already bought Base: 5,213 connected adults. 9
- 10. Consumers have a choice and more than half are using ad blockers. 3
- 11. 11 Amongst those with adblockers, 47% claim to like or tolerate advertising, suggesting that their concern is with aspects of online advertising as opposed to with advertising as a whole 54% say they always use or sometimes use adblocker software 54 11Base: 5,213 connected adults. 11
- 12. Western consumers are more likely to always use blockers 4
- 13. 27% 19% 23% 16% 18% Emerging Markets Western Markets Base: 5,213 connected adults. 13
- 14. 5 The profile of an ad blocker is more likely to be male and young…
- 15. 15 Male 56% 18-34 42% Base: 5,213 connected adults.
- 16. 6 Ad blockers users are more likely to dislike ads – but even some who like ads also use ad blockers
- 17. 17 Always Uses An Ad Blocker Dislikes 54% Indifferent 34% Likes 14% Dislikes Never Uses An Ad Blocker 25% Indifferent 48% Likes 26% Base: 5,213 connected adults.
- 18. So where do brands go from here?
- 19. Bear context in mind. It’s no longer enough to connect with the right audience… 7
- 20. 20 48% of our respondents are aware of ads being a good fit with the context in which they appear. Base: 5,213 connected adults.
- 21. Brands need to show the right ads or provide the right incentive... 8
- 22. 22 Ads that are specifically shown or tailored to me are more interesting than other ads I don’t mind seeing advertising targeted to me if it helps pay for quality content on sites I visit 51 Base: 5,213 connected adults.
- 23. Give your consumers more control 9
- 24. 24Base: 4,068 of connected adults who are aware of targeting. 40% of connected adults who are aware of targeting agree that more advertising should be specifically targeted to them
- 25. Finally, brands need to target smarter not harder 10
- 26. 26 51% of connected adults who are aware of targeting agree that targeted ads make them more interested in a brand than random ads. Base: 4,068 of connected adults who are aware of targeting.
- 27. For more in-depth insights.. Go to www.kantarmedia.com/DIMENSION to download the full study Share this content on social media
Notas del editor
- Building upon its extraordinary growth over the last 5 years both in available channels, and in the ways in which these channels can be accessed, the media market continues to innovate and to evolve. In this study we consider the impact of communication innovations on those whom they’re designed to engage – the connected adult consumer. At the same time, we consider the views and opinions of a wide range of industry leaders: media sellers, creative, media and PR agencies, advertisers and adtech professionals among them. Our aim is explore the challenges and opportunities faced by these leaders, and to set these alongside the views of those consumers they are trying to reach and influence
- However, whilst advances in technology have driven some positive sentiment, retargeting increases frequency amongst those reached. 71% of the total sample agree (or strongly agree) with this statement: ‘Sometimes I see the same ad over and over again, it's too repetitive’. Consumers are reporting to the industry that they see excessive frequency as an issue. As one respondent put it: “We have become so bombarded by advertising I don't take any notice of it anymore.” These responses from our consumer sample send a strong message: excessive frequency, and an unsophisticated use of retargeting to contact those who’ve already purchased may very well be among the reasons that 20% of connected adults choose to use blockers. The industry’s progress in using data and programmatic techniques to target existing and prospective customers is in danger of being undermined by these same customers rejecting or actively avoiding the messages sent their way.
- However, whilst advances in technology have driven some positive sentiment, retargeting increases frequency amongst those reached. 71% of the total sample agree (or strongly agree) with this statement: ‘Sometimes I see the same ad over and over again, it's too repetitive’. Consumers are reporting to the industry that they see excessive frequency as an issue. As one respondent put it: “We have become so bombarded by advertising I don't take any notice of it anymore.” These responses from our consumer sample send a strong message: excessive frequency, and an unsophisticated use of retargeting to contact those who’ve already purchased may very well be among the reasons that 20% of connected adults choose to use blockers. The industry’s progress in using data and programmatic techniques to target existing and prospective customers is in danger of being undermined by these same customers rejecting or actively avoiding the messages sent their way.