Tuesday, April 16, 2024

    Consumer trust in advertising remains but advertisers need to respond to the age of ad avoidance

    BuzzCity, a leading global mobile advertising network, shares findings from its latest global research with more than 3,000 consumers across 17 countries into their love-hate relationship to advertising.  The report covers the ways in which consumers are avoiding adverts across both digital and traditional channels, their levels of trust in advertising, how advertising influences purchasing decisions as well as which media they are consuming ads on.

    The report reveals the fine balance that there is between advertising being actionable versus it being invasive. With the most influential forms of advertising being internet (27%) and online video (23%) and TV (23%), the latter remaining high despite the rise of digital media. On the flip side these same three media were considered to be the most invasive.

    The report is issued with the backdrop of Apple’s recent move to allow adverts to be blocked on the Safari browser of its iPhones and iPads; it highlights the trend of ad avoidance, which is being driven by the more discerning consumer wanting to take control of which ads they do and don’t want to see across all media. Add to this the frustration caused by too many adverts (36%) or seeing the same ad too often (30%) and consumers are no longer ignoring ads but taking action into their own hands.

    The top five ad avoidance methods are:

    1. 30% changing channels on the TV or radio to minimise exposure to ads
    2. More than a quarter (28%), pay to avoid ads, subscribing to Pay TV or Video on-demand services
    3. 26% use browser pop-up blockers when online
    4. Internet ad-blocking software is used by 26% of respondents when online
    5. Direct mail is discarded by 24%


    Overall in their consumption of media, 22% of mobile surfers use more than one ad-avoidance technique.

    Dr. KF Lai, CEO and Founder of BuzzCity comments on the report findings: “Consumers are living in an age of ubiquitous advertising and are responding to this by working out ways to filter what advertising they want to see, hear, and listen to. Ad avoidance is not a new phenomenon however with a more discerning consumer, brands and agencies need to respond to it and treat their audiences as individuals, targeting ads more carefully.

    Lai continues: “When executed correctly, we know that advertising provides value for brands and is fuelling purchasing decisions – our research shows that one in five mobile consumers claim to use advertising to make purchasing decisions on a monthly basis, and up to a third (33%) of respondents do so weekly.”

    The report also shows that digital media continues to go from strength-to-strength; with 67% of users confirming they are most likely to take note of internet advertising and 42% to mobile advertising ahead of magazines, 21% and radio, 20%.

    More than 3,000 respondents took part in the survey across 17 different countries worldwide. The study was carried out between 21st August and 18th September 2015.

    The full report can be accessed here: reports.buzzcity.com

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