Video Ads Are Most Frustrating to Ad Blocking Consumers, According to Report

Jan 29, 2019

Over half of people who use ad blockers (51%) find video ads most frustrating when browsing online, according to a new consumer survey by Visual Objects, a portfolio website that showcases work from top creative firms from around the world.

About one-third of people (30%) say video ads that interrupt streaming are most frustrating, and 21% find video ads before content loads the most frustrating. Visual Objects surveyed 500 who use ad blockers to understand how technology influences consumer behavior.

Growing numbers of consumers are downloading ad blocker extensions to improve their online browsing experience. The rise in ad blocker downloads signals that consumers are tired of the constant presence of banner and pop-up ads that interrupt their online browsing.

Peoples’ dislike for video ads affects businesses that incorporate video into their websites or use video ads on other websites. The survey suggests that businesses should avoid disruptive auto-play videos that frustrate users. 

Desktops and Laptops Are Most Popular for Ad Blockers

Almost two-thirds of people who use ad blockers (64%) do so exclusively on desktops or laptops—likely because it's easier to install on these devices. For example, Google’s Chrome Web Store offers ad blocker apps that users can easily download and install. By contrast, mobile ad blocking applications are limited in scope. Mobile ad blockers can only suppress ads on the mobile web. This leaves individual apps, like Facebook’s and YouTube’s, open to ads.

Ad Blockers’ Popularity Has Grown

Almost two-thirds of people who use ad blockers (65%) have done so for one year or more. Since the first ad blockers appeared in 2003, technological advances have made ad blockers more user-friendly and accessible.

Ad blockers are now automatically installed on many operating systems. Google recently announced that it will launch the Better Ads Standard worldwide on July 9, 2019. This standard will automatically remove ads that Google deems “intrusive.”

Visual Objects surveyed 500 people in the United States who use an ad blocker extension when browsing online.

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