Ad Blocker

Digital Media: The UK’s Ad Blocking Problem

Ad Blocking software is become increasingly popular, especially in the UK. Consumers have so much control over what content they see, so they are becoming frustrated with the state of banner and especially video advertising. Most users spend their time on the internet watching YouTube and other video sharing platforms. The Ads on videos are becoming longer by the day, leaving users upset. Enter Ad Block software.

 

Many UK  Digital Media Users Use Ad Block Software

 

In the recent “Future of Advertising” survey, conducted in the UK, the results found more than half of UK consumers are likely or very likely to use ad blocking software. Respondents say they feel there are too many ads, they aren’t relevant to them, or even some saying the ads were “creepy.” 95% of users also said they would consider using Ad Block software in the future. Looking at the results of this survey, it is clear that there is more pressure on Advertisers than ever to engage their target audience online.

 

This is more important in the UK online advertising world than probably anywhere else in the world right now. 30% of respondents said they are likely and 23% are very likely to use ad blocking software in the future. This is slightly higher than the global average of 21% who are very likely and 30% who are likely. In the UK, 95% of those surveyed said they would consider using ad blocking software in the future. The only country that came in higher was Sweden at 96%. This isn’t the only similarity between UK and Swedish users, though, as 69% of UK users and 71% of Swedish users said they would be put off by a brand after being forced to watch a pre-roll ad for a company before an online video. The global average is 62%. Similarly, both UK and Swedish users were most likely at 85% to put a video ad on mute. But, the most telling statistic is that 74% of UK consumers said they would like more control over video ads, while the global average is only 62%.

 

To help advertisers deal with the rise in ad blocking software, advertisers must use targeting and distribution strategies to cut through the clutter and deliver ads that beat the ad blockers and earn consumer attention. With all the tools at our disposal in this new digital media age, we as advertisers must use discretion with our advertising dollars. There is so much video content being pumped into users social media feeds, it’s no wonder why they feel overwhelmed.