It is a well-known fact that Ad Blocking continues to rise globally.  According to latest data, from GlobalWebIndex, only in the first half of 2018 37.5% of internet users globally use some kind of ad blocker on their PC or laptop and 32.9% on their mobile devise. In addition, there was a significant increase of the ad blocking devises by 495 million between 2014 and 2017.  Despite that fact, advertisers don’t pay attention to the elephant in the room, as if there is no solution to the problem.
But why do people choose to ignore or skip messages designed for their information? The reason is simple and a personal experience of every frequent internet user, too many repetitive, interruptive or irrelevant ads. Let’s examine the facts one again.
In a recent study conducted by Lightspeed of people in Asia Pacific claimed that there are more ads now than three years ago whereas 7 out of 10 found them irrelevant to them. These results were also verified by   Kantar Media’s DIMENSION study of 2016 where 71% of the people asked found on live advertisement too repetitive and 55% answered that they had already bought the product on it.
To summarize those facts, the ultimate reason of ad blocking is the obvious one, bad quality. According to last’s year AdReaction study people are more intolerant to advertising on digital media than traditional ones.
In conclusion, advertisers should keep in mind that more creative and less intrusive ad formats will allow digital advertisement’s full potential.