Today’s consumers feel online adverts are increasingly more obnoxious, intrusive and prevalent. And as the number of pop-ups and auto-playing ads rise, more people are now turning to ad blockers to stop the everyday annoyance. But how do we know this?
- 91% of respondents say ads are more intrusive today compared to two to three years ago
These stats hail from HubSpot’s State of inbound report. In this report, they’ve gathered various inbound marketing and sales stats over the past year to help us understand how best to engage with today’s consumers, rather than irritate them. We already knew that ads were risky when it comes to inbound, but regardless of our efforts to make them more targeted and helpful, it seems they’ve only gotten worse.
- 40% of those who click on an advertisement say the ad happened to interest them, but 34% said it was a mistake. Only 7% of people claim the ad was compelling or provocative. And 15% say the ad tricked them into clicking.
This is solid proof that we still need to be better at how we target to our audiences. The relatively high number of mistaken clicks suggests adverts can have a tendancy to be irritatingly placed on a web page, or the advert isn’t accurately describing the true offer. This isn’t just bad for user experience, it’s also bad for marketers as they’re failing to get viable leads.
- 70% of consumers have a lower opinion of brands that use pop up ads, while 51% think less of brands who use auto-playing online video ads
Despite the rise in autoplay video on our Facebook timelines and the increase in Youtube use, it turns out that over half of consumers get turned off by auto-playing video ads. This means more people have started using ad blockers because they find ads annoying or disruptive to what they’re doing. In fact:
- There have been 500 million downloads worldwide of Adblock Plus
- Ad blocking cost publishers $22 billion in 2015 alone
- By 2020, $35 billion per year will be lost as a result to blocked ads
- 83% of people would like the option to block ads on mobile
Online pop-ups are some of the most hated of adverts. And mobile ads are not far behind. People are much more likely to close their browser or exit a webpage because of these kinds of ads. Ads with neutral experience scores are either expected by the user or don’t actually disrupt the consumer browsing experience. So what’s the solution?
- If blocked from accessing a site because of using an adblocker, 28% would simply stop going to the site, while 16% would disable the ad blocker for that site
- 83% say not all ads are bad, but they want to filter out the obnoxious ones
- 68% of people say they’re fine with ads, but only if they’re not annoying
- 77% would rather ad filter than ad block completely
Some sites have started to block users who use ad blockers from seeing their content. Others use native ads – or ads that typically match the feel of the platform they’re appearing on. This would help the disruptive nature of the ads, but it clearly isn’t enough.
The stats above really conclude that modern consumers don’t want to be annoyed by irrelevant ads popping up all over the internet, but that doesn’t mean they want to miss out on things that would truly help them. To help find a happy medium, multiple user testing and a more helpful, targeted approach is needed.
Want to learn more about what’s happening in the world of inbound? Download the report today!