Accenture, a provider of integrated digital service, recently performed a survey about how people are feeling about ads. The outlook is not good, for advertisers at least, as it shows that people are starting to get really fed up with ads! While 92% of people got annoyed when their video was interrupted due to poor internet connection, almost as many people – 84% got annoyed because they think there are too many ads in the videos they watch online. 73% of people said they would willingly pay for less ads in long form video content. 42% of people said they were actually planning to remove ads from their life in the near future, whether that means a premium Hulu subscription or using ad blockers, the survey doesn’t say.
The reason why these findings are more important than other surveys which show the same thing is that this survey was performed on a large population sample. About 28,000 people in 28 different countries were surveyed, showing that people the world over are pretty sick of ads and are willing to pay to get rid of them. Perhaps the next big money making idea isn’t in advertising but in raking in the dough from ad free content.
Regardless, this sentiment does mean that it is important to evaluate the quality of your site and advertising. Does your site have so many pop ups that one can’t browse without one coming up? If so, you may want to rethink this strategy. Users may become fed up and stop flocking to your site or use ad blockers. Many advertisers believe that the way of the future is native advertising – for example, advertorials – or social media advertising which fits in with a user’s daily social interactions. Have you seen an effect in your traffic due to ad blocking?
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