Highlights from Teads’ New Study: Why Users Download Ad Blockers
In order for high-quality content producers to publish free online content, revenue generating ads must be seen. Yet, despite 63% of US adults agreeing that society would be worse off without free or low-cost access to premium online content, ad blocker adoption continues to increase at an alarming rate. This trend is threatening the profitability of digital media, editorial and entertainment companies, with 22 billion revenue dollars lost in 2015 as a direct result of the software’s popularity.
In an effort to understand why users download ad blockers, Teads and launched an extensive study, whereby respondents described the key reasons that compelled them to install, or not install, ad blockers. Here are a few key highlights from the study:
1. Respondents cited intrusive or annoying ad formats as the main motivator behind their decision to install ad blockers.
Gain additional information on how ad blockers impact access to premium online content at our Advertising Matters page, and download the Manifesto for Sustainable Advertising.