10 killer facts about ad blocking from Kantar Media
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Transcript of 10 killer facts about ad blocking from Kantar Media
Ad Blocking10 killer facts from Kantar Media’s
DIMENSION Study
Innovations in online advertising may be driving
positive change, but often targeting ISN’T done
well….
...potentially feeding ad blocking
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
DIMENSIONCONSUMERS VIEWS
Most consumers think
advertising is changing for the
better
1
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.
But excessive retargeting is
trying their patience…
2
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
Consumers have a choice
and more than half are using
ad blockers.
3
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
Western consumers are more
likely to always use blockers
4
27%19%
23%
16%18%
Emerging Markets
Western Markets
Base: 5,213 connected adults. 13
5 The profile of an ad blocker
is more likely to be male and
young…
15
Male
56%
18-34
42%
Base: 5,213 connected adults.
6 Ad blockers users are more
likely to dislike ads – but even
some who like ads also use ad
blockers
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.
So where do brands
go from here?
Bear context in mind. It’s no
longer enough to connect
with the right audience…
7
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.
Brands need to show the right
ads or provide the right
incentive...
8
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.
Give your consumers more
control
9
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
Finally, brands need to target
smarter not harder
10
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.
For more in-depth insights..
Go to
www.kantarmedia.com/DIMENSION
to download the full study
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