Invasion of Ad Blockers Threatens Future of Digital Advertising Market, New Accenture Survey Finds
April 18 2016 - 12:01AM
Business Wire
Majority of consumers aware of ad blockers, and
4 in 10 would pay to remove ad interruptions
Signaling a serious and growing threat to the digital
advertising industry, a new Accenture (NYSE:ACN) survey reveals
that most consumers – 61 percent – are aware of several
options for removing advertising such as ad blockers. The
survey of 28,000 consumers across 28 countries also finds that more
than four in 10 (42 percent) said they would pay to eliminate ad
interruptions.
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Ad blockers are technological methods for automatically removing
or altering advertising content such as videos, images, and text on
a Web page. The blockers enable TV, smartphone, tablet and PC users
to load video files more quickly, view more clean-looking Web
pages, reduce bandwidth consumption, and increase their privacy by
removing tracking and profiling systems of video advertising
delivery platforms.
“Ad blockers are a relatively new threat to the digital
advertising industry,” said Gavin Mann, Accenture’s Global
Broadcast Industry lead. “Consumers are increasingly willing to pay
for blockers because too many ads are poorly targeted. In today’s
world of personalized content, being forced to watch an ad that has
no relevance is a missed opportunity and feels increasingly
intrusive on precious screen-time. In fact, simple avoidance of
content associated with heavy and repetitive irrelevant advertising
will increase as consumer choice and awareness of choice
increases.”
The survey finds that young consumers are especially aware of ad
blockers compared with older age groups. More than two-thirds (69
percent) of those aged 18-to-24, and almost the same number (66
percent) of those between 25 and 34, say they know about
ad-interruption technologies.
Awareness of ad-blocking methods is more prevalent among
consumers in emerging than in developed markets. For instance,
two-thirds (65 percent) of respondents in emerging-market countries
said they know about ad-blockers compared with 58 percent in
mature-market countries. Awareness of these technologies is
especially high in Mexico, at 82 percent, whereas only 55 percent
of consumers in the United Kingdom know about ad blockers.
Regionally, ad-blocker awareness is especially pervasive in
Latin America (78 percent) and the Middle East (69 percent). In
addition, consumers in emerging markets are significantly more
likely than those in mature markets – 47 percent versus 34 percent
– to say they plan to pay to expunge ad interruptions.
“There’s no point in following the music industry’s failed
attempts at thwarting piracy,” Mann added. “It’s futile to focus
all efforts on trying to outsmart ever-evolving ad-blocking
technologies to force audiences to watch ads. The industry needs to
do everything possible to make ads less of an infringement on
precious screen time, by building on early successes that deliver
targeted, relevant and entertaining ads – in a creative style
appreciated by the individual.”
Drawing upon its industry consulting capabilities and knowledge
of digital transformation, Accenture recommends that digital
advertising organizations invest in user experience and user
interface transformation, production studios, and post-production
support resources and facilities. Equipped with a wealth of
operational and analytical technologies that can be applied to
solve these business problems, advertising can deliver value-added
creative capabilities and more robust customized services to
consumers.
MethodologyBetween October and November 2015, Accenture’s
online survey with 28,000 consumers in Australia, Brazil, Canada,
China, Czech Republic, France, Germany, Hungary, India, Indonesia,
Italy, Japan, Mexico, Netherlands, Philippines, Poland, Romania,
Russia, Saudi Arabia, Slovakia, South Africa, South Korea, Spain,
Sweden, Turkey, United Arab Emirates, United Kingdom, and the
United States. The sample in each country was representative of the
online population, with respondents ranging in age from 14-to-55
and over. The survey and related data modelling quantify consumer
perceptions of digital devices, content and services, purchasing
patterns, preference and trust in service providers, and the future
of their connected lifestyles.
About AccentureAccenture is a leading global professional
services company, providing a broad range of services and solutions
in strategy, consulting, digital, technology and operations.
Combining unmatched experience and specialized skills across more
than 40 industries and all business functions – underpinned by the
world’s largest delivery network – Accenture works at the
intersection of business and technology to help clients improve
their performance and create sustainable value for their
stakeholders. With more than 373,000 people serving clients in more
than 120 countries, Accenture drives innovation to improve the way
the world works and lives. Visit us at www.accenture.com.
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AccentureCharles Hartley,
973-590-9920charles.hartley@accenture.com@charleshartleyorNorth of
NineAnthony Suarez, 212-614-4331anthony.suarez@nof9.com
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