Ad Blocking10 killer facts from Kantar Media’s

DIMENSION Study

Innovations in online advertising may be driving

positive change, but often targeting ISN’T done

well….

...potentially feeding ad blocking

CONSUMER SAMPLE

5,213 connected adults

18+ years old

55% live in an urban setting

5 major ad markets

LEADER SAMPLE

14 agencies

10 from advertisers

9 media owners

7 adtech organisations / trade bodies

The DIMENSION study by Kantar

Media combines the views of 5,213

‘connected adults’* across the UK, US,

France, Brazil and China and 40

leaders* from all sides of the industry.

This deck highlights 10 killer facts

relating to ad blocking

Methodology:

* Connected consumer = 5,213 adults (aged over 18 years old) across five of the world’s largest advertising markets: Brazil (1,097), China (1,067), France (1,000), UK (1,035) and the US (1,014 interviews). Interviews were

conducted by Lightspeed between 19th Oct - 14th Dec 2016. Consumers must have had access to the internet via both a PC/laptop (at home or work) and a personally owned mobile device be that a smartphone or a tablet.

* Leaders = depth interviews with 40 industry leaders based in Brazil (12), France (9), UK (12) and the US (7). 14 came from agencies (media & PR), 10 from advertisers, 9 from media owners, 7 from ad tech organisations

and trade bodies

DIMENSIONCONSUMERS VIEWS

Most consumers think

advertising is changing for the

better

1

7Base: 5,213 connected adults.

73% of connected

adults agree that

advertisers are doing

a better job of

communicating with

me now than in the

past.

55% of connected

consumers believe

advertising is

changing for the

better.

But excessive retargeting is

trying their patience…

2

9

71% of connected adults

agree/strongly agree

‘Sometimes I see the

same ad over and over

again, it's too

repetitive’.

55% of connected

adults agree/strongly

agree they often see

ads for something

they’ve already

bought

Base: 5,213 connected adults. 9

Consumers have a choice

and more than half are using

ad blockers.

3

11

Amongst those with adblockers, 47% claim

to like or tolerate advertising, suggesting

that their concern is with aspects of online

advertising as opposed to with advertising

as a whole

54% say they always use

or sometimes use

adblocker software 54

11Base: 5,213 connected adults. 11

Western consumers are more

likely to always use blockers

4

27%19%

23%

16%18%

Emerging Markets

Western Markets

Base: 5,213 connected adults. 13

5 The profile of an ad blocker

is more likely to be male and

young…

15

Male

56%

18-34

42%

Base: 5,213 connected adults.

6 Ad blockers users are more

likely to dislike ads – but even

some who like ads also use ad

blockers

17

Always Uses An Ad Blocker

Dislikes

54%Indifferent

34%Likes

14%Dislikes

Never Uses An Ad Blocker

25%Indifferent

48%Likes

26%

Base: 5,213 connected adults.

So where do brands

go from here?

Bear context in mind. It’s no

longer enough to connect

with the right audience…

7

20

48% of our

respondents are

aware of ads being a

good fit with the

context in which they

appear.

Base: 5,213 connected adults.

Brands need to show the right

ads or provide the right

incentive...

8

22

Ads that are specifically

shown or tailored to me are

more interesting than other

ads

I don’t mind seeing advertising

targeted to me if it helps pay for

quality content on sites I visit

51

Base: 5,213 connected adults.

Give your consumers more

control

9

24Base: 4,068 of connected adults who are aware of targeting.

40% of connected adults who are

aware of targeting agree that

more advertising should be

specifically targeted to them

Finally, brands need to target

smarter not harder

10

26

51% of connected adults who are

aware of targeting agree that targeted

ads make them more interested in a

brand than random ads.

Base: 4,068 of connected adults who are aware of targeting.

For more in-depth insights..

Go to

www.kantarmedia.com/DIMENSION

to download the full study

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