While ad blocking in the US and many parts of Western Europe seems to be here to stay, research shows that consumers are more willing to tolerate certain types of ads or ad experiences. For eMarketer’s latest report on Consumer Attitudes on Marketing, a panel of US digital buyers were surveyed on their ad habits and the types of ads they found to be useful or annoying.
What this means for marketers: Taking these “more tolerable” situations into account is of utmost importance during media strategy discussions. By utilizing ad space where users are least inconvenienced by seeing an ad, advertisers can increase brand favorability. 56% of those surveyed claimed they are not bothered by relevant ads. This being the case, using high-level targeting is advantageous in making sure users are only shown ads most relevant to their interests. Becoming educated on the information this survey uncovered will help advertisers of any kind make the right decision for their brand and consumers.