Decoding The Adblocking Consumer: Digital Advertising’s P2P Moment

The 20,000 Foot View

This is the second report in the MIDiA Adbocking report series. Adblocking is gaining consumer momentum in terms of both awareness and adoption, which is in turn testing the effectiveness of publishers’ responses. Many of the tactics deployed help slow some of the short-term revenue loss, but do little to address the longer-term situation. Adblockers have already established too strong a presence to simply be eradicated by publishers, much in the same way that record labels and TV studios were never going to be able to wipe out piracy even though they hoped to. In fact, adblocking is the ad industry’s P2P moment. Uptake will only grow, driven by consumers’ natural affinity for free(er) content. Publishers must seek innovative ways to redefine their relationship with consumers, which includes reinventing added value of the ad content they currently serve.

Key Findings (Data Points Are Removed From This Preview Summary)

  • Only TK% of consumers are aware of adblocking
  • Tk% of consumers block online ads on desktop and TK% on smartphones
  • TK% of those who are aware of adblocking, block ads on desktop and TK% on smartphones
  • TK% of desktop adblocker users and TK% of smartphone adblocker users state they will always block ads
  • TK% of desktop adblocker users block ads to improve their browsing experience
  • TK% of desktop adblocker users block ads to save data costs, improve loading times and/or protect privacy
  • Mobile adblocking adoption is relatively even across mobile platforms with a slight lead of Android users (TK%) compared to TK% for iOS
  • TK% of desktop and TK% of mobile adblocker users would switch to a mobile operator that blocks ads across its network
  • TK% of desktop and TK% of mobile adblocking users would switch off their adblockers if a site would otherwise block their access
  • However, TK% of desktop and TK% of mobile adblocker users would conversely stop visiting a site that blocked their access due to adblocking
  • Despite moral challenges, it can make commercial sense for publishers to join adblockers’ monetization programmes
  • Publishers and advertisers must reinvent added value of digital ads

Companies mentioned in this report: Android, Apple, Bild, Dicigel, Eyeo, Google, iOS, Opera, Shine Technologies, Taboola, Three Europe, Three Italy, Washington Post, Wired, YouTube

Charts: 4
Pages: 16

Includes PDF, Slides and Data