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Ad Blocking
Ad blocking has been slowly picking up steam lately but this could be a result of marketers’ disregard of speed, relevance, quality and security as it relates to a user’s advertising experience. The “Consumer User Experience Survey” found that (out of 600 respondents) 53% of respondents reported using an ad blocker, which is in line with other industry reports. To break it down further, respondents aged 30-44 reported the highest use of an ad blocker (62%), and those aged 60+ reported the lowest use (47%).
In addition, the “Consumer User Experience Survey” shed a light on behavior and engagement towards digital advertising. 41% of users claim they never click on any ads with 19% of users click on 1 in every 10 ads they see. Beyond cl, 41% of users say they rarely trust that the ads they’re shown are true and 54% of users believe that less than half of the ads they see are true
In the display advertising world, ad blocking is increasing as consumers try to avoid viewing ads they see as intrusive or disruptive to their experiences online. In an effort to thwart this growth, marketers need to focus more efforts on delivering an improved ad experience. The idea is simple: If ads are great instead of a nuisance, fewer people will download ad blockers. As the survey suggests, marketers can do more work during the creative development process as well as strategy execution to ensure that they are thinking about the overall experience for the user which could impact the usage of ad blockers.
Ad Sentiment
A consumer’s sentiment towards digital advertising is a natural precursor to the use of ad blockers. In stark contrast to the marketing of the past, today’s marketers are measured by how much revenue they bring in per dollar spent versus of how they made their customers feel. The attitude towards digital advertising, and your brand, can impact how many ads are clicked on, how they convert, what is working and what is not, is tracked at every level and segment. Based on the “Consumer User Experience Survey”, 1 in 3 dislike online ads, but most people don’t have strong feelings one way or another – 55% reported “neutral”. Additionally, the online ad sentiment varied with age. The older the user, the more likely they were to dislike online ads – 44% of users 60+ compared to 28% of users 18-29, did not like online ads. Overall, 81% of users would rather be shown ads on their computer than their smartphone and women tended to have a stronger affinity for online ads than men. Just take a look at why users disliked online ads versus why they liked online ads.
Reasons Why Users Disliked Online and Mobile Ads:
- They slow down the web and mobile page
- The same ad is shown multiple times, regardless of the user’s interest
- They take up too much space on the web page
- They pop up on the screen and block the mobile page
- It’s easy to accidentally click on the ad without knowing
Reasons Why Users Liked Online and Mobile Ads:
- Exposure to new products
- Ads are tailored and relevant to their specific interests
- Saves them money with coupons or sales
- Ads are for products they interested in
- Ads keep apps free
In the Mad Men era of marketing, marketers had no idea how their campaigns were doing. Nowadays, marketers can track how campaigns are performing in real time but we must remember to keep the user in mind. The more advertisements placed with no thought towards user experience, the more challenging it is to gain an interaction. To get the engagement needed from users, there are different ways marketers can improve the user experience in display advertising.
1. Engaging and Clear Creative
2. Better Targeting
3. Frequency and Recency
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