Consumer expectations remain higher than ever when it comes to advertising, or rather the lack of it. As a result, publishers have had to resort to stronger tactics
“We notice you’re using an ad blocker,” the website says, with varying degrees of politeness. “We also know that everyone hates ads,” he continues, “but unfortunately, our employees need to feed and clothe their children, so we were wondering if you’d be so kind as to disable their ad blocker just for us.”
However, according to a new survey, if publishers do so, three-quarters of a website’s visitors will never access it again.
The survey was put together by Eyeo, creators of Adblock Plus (so naturally there is little interest behind it). 2,000 British online users were surveyed, and of that number, nearly 44% said they had an ad blocker installed. More than two-thirds (68%) of Adblock users said they would be ‘very upset’ if a website disabled their adblocker without permission, while only 2% said it would not affect them.
Four in five (81%) of those surveyed overall said it was reasonable to use ad-blocking tactics when browsing the web. In comparison, only 6% considered it unfair.
Naturally, the report addresses the nuances of what constitutes ‘invasion’ when it comes to advertising. Previous research by HubSpot was cited, which found that most users only want to block the most invasive forms of ads, rather than a blanket ban. In fact, a simple advertisement is much more acceptable than, for example, an advertisement that follows the user throughout their browsing, or a video that insists on playing automatically even though it is not accessed.
“People easily recognize the importance of advertising in order to continue to enjoy a free Internet and they are willing to accept it. And according to the results of this survey, they stay on a website when it is left in control, but they feel very upset when it is taken away. However, there is still time for the conversations between users and advertisers to come to fruition in this regard “, say the experts of Yourwebfirst, digital marketing agency located in Madrid.
“With the continuous increase in spending on advertising, the framework is perfectly placed to create better forms of advertising, but always with the consent and approval of users, who, after all, are still the protagonists of their navigation. Imposing poor and invasive ads on them will only continue to harm the relationship between people and advertisers, “they conclude.