A new study by the Interactive Bureau of Advertising (IAB) conducted in the US says that 26 per cent of users block ads on the desktop while 15 per cent block ads on the smartphone.
Additionally, the report stated that nearly 40 per cent users confuse anti-virus software with ad blocking. “The confusion comes from consumers thinking that antivirus software or pop-up blockers built into their browser are ad blockers,” said the authors of the report.
However, there was some good news as the report states that nearly two-third users of ad blocking software could be convinced to uninstall their ad blocking software on their computers.
The authors of the report suggest that some methods of doing this would be by preventing access to content alongside a notice stating that content is blocked because of the use of an ad blocker, ensuring that ads do not have autoplay audio or video in environments where they aren’t anticipated by consumers. Other methods suggested included making certain that ads do not block content, safeguarding users from ads that are infected with malware and viruses and guaranteeing that ads do not slow down browsing.
The concern that ads slow down browsing and are unnecessarily intrusive has been a long held belief by many users and even digital marketers have now woken up to this. The IAB, itself, has been conducting studies on newer ad formats that are non-intrusive.
The spectre of ad blocking is already causing fears of dropping online ad revenues the world over. The most recent Internet Trend Report says that India saw nearly 122 million users of ad blocking software on mobile with 36 per cent of smartphone users using ad blockers while browsing the mobile web.
At least 419 million people (22 per cent of the world’s 1.9billion smartphone users) are blocking ads on the mobile web, said PageFair, a company that specializes in helping companies circumvent ad blocking software, in its most recent report.