WHY PEOPLE
BLOCK ADS
And What It Means for
Marketers and Advertisers
by MIMI AN
Why People Block AdsIntroduction ....
How Online Browsers Feel About Ads Today........
People’s Response To Annoying Ads: Install Ad Blockers...
Mobile: The Latest Battleground.
Ad Blocking As A Way To Regain Control.
How Websites Have Tried To Adapt.........
Will People Turn Of Their Ad Blocker Or Pay For Content...........
Is It All Doom And Gloom: Will People Accept Any Advertising......
Regional Diferences.....
Conclusion.....
Methodology....41217
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27
30
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Table of Contents
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Why People Block Ads01 /
Everyone today has an opinion about online ads. At HubSpot, we wear two hats: we’re online marketers
and online browsers who consume voracious amounts of content. So the ad blocking phenomenon, and
the debate surrounding it, is incredibly interesting for us as observers. As inbound marketers, we see the
need for businesses and content creators to hit their bottom line, but as online content consumers, we
also see a lot of annoying ads.
Based on the way the landscape is evolving, the future of online advertising is looking more and more
tenuous. We wondered: is there a way that content producers and ad publishers can make money without
creating a hugely disruptive and annoying ad experience What kind of advertising do online browsers
tolerate today, and why do they use ad blockers to begin with A previous HubSpot study revealed
people really vent their ire on specifc types of ads (think pop-ups and autoplaying videos), so we set out
to fnd out more. To fgure out what to ask, we partnered with AdBlock Plus, one of the most widely used
ad blocking extensions in the world, to create the study questions and secure survey responses through
SSI, an independent survey panel provider. Though AdBlock Plus was involved in the research survey, the
views in this report are entirely HubSpot’s.
INTRODUCTION
Why People Block AdsLet’s set the stage. What types of online ads to people like and dislike today What are their
general views on online advertising in general In our survey of 1,055 online browsers in the US
and Europe, we found that they disliked pop-up ads, mobile ads, and video ads the most. Mostly
ofine ads like magazine and print ads and TV ads are viewed favorably.
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HOW ONLINE BROWSERS FEEL ABOUT
ADS TODAY
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