Video Ads Are Most Frustrating to Ad Blocking Consumers, New Report Says

Sales IntelligenceNative & Programmatic Advertising

By STS News Desk On Jan 25, 2019

Video Ads Are Most Frustrating to Ad Blocking Consumers, New Report Says

As more consumers use ad blockers, businesses must diversify their online advertising strategies and maintain their website’s user experience (UX) in the face of this disruptive technology

Over half of people who use ad blockers (51%) find video ads most frustrating when browsing online, according to a new consumer survey by Visual Objects, a portfolio website that showcases work from top creative firms from around the world.

About one-third of people (30%) say video ads that interrupt streaming are most frustrating, and 21% find video ads before content loads the most frustrating.

Visual Objects surveyed 500 who use ad blockers to understand how the technology influences consumer behavior.

Growing numbers of consumers are downloading ad blocker extensions to improve their online browsing experience.

The rise in ad blocker downloads signals that consumers are tired of the constant presence of banner and pop-up ads that interrupt their online browsing.

Peoples’ dislike for video ads affects businesses that incorporate video into their websites or use video ads on other websites.

The survey suggests that businesses should avoid disruptive auto-play videos that frustrate users.

People Use Ad Blockers to Improve their Online User Experience

Nearly half of respondents (47%) use ad blockers because ads interrupt or slow their experience online.

Kyle Deming, founder of the web services firm Wojo Design, says that heavy ads hurt websites’ user experience.

“The sheer volume of ads will actually impact the website experience, particularly the loading time or even functionality,” Deming said.

Ad blockers, however, impact more than just online ads. Ad blockers may accidentally disrupt non-promotional content on businesses’ websites.

Businesses must diversify their advertising strategy and work with web designers and developers to avoid the consequences of ad blockers.

Desktops and Laptops Are Most Popular for Ad Blockers

Almost two-thirds of people who use ad blockers (64%) do so exclusively on desktops or laptops.

Adam Thompson, a web developer at Fahrenheit Marketing, says this trend is due to the fact that ad blockers are easier to install on desktops and laptops than mobile devices.

For example, Google’s Chrome Web Store offers ad blocker apps that users can easily download and install.

By contrast, mobile ad blocking applications are limited in scope. Mobile ad blockers can only suppress ads on the mobile web. This leaves individual apps, like Facebook’s and YouTube’s, open to ads.

Ad Blockers’ Popularity Has Grown

Almost two-thirds of people who use ad blockers (65%) have done so for 1 year or more. Since the first ad blockers appeared in 2003, technological advances have made ad blockers more user-friendly and accessible.

Ad blockers are now automatically installed on many operating systems. Google recently announced that it will launch the Better Ads Standard worldwide on July 9, 2019. This standard will automatically remove ads that Google deems “intrusive.”

Visual Objects surveyed 500 people in the United States who use an ad blocker extension when browsing online.