How Internet Users Block Digital Advertising

The emergence of digital advertising has directly coincided with the dawn of internet ad blocking. From the moment companies recognized the potential value of online advertisement, internet users have actively fought against their efforts to do so. “Improving the overall user experience” is a common reason why most individuals choose to block ads when browsing online content. 

Many browsers now offer free ad-block extensions to avoid the growing intrusiveness of digital ads. Despite a website’s best efforts, it is only a matter of time before more than half of the online userbase blocks online ads. 

1/3 of Internet Users Block Ads

Users are frustrated with the constant barrage of ads that often block content, slow their computers, and create a hostile browsing experience. As of 2022, one in every three online users blocks all forms of digital advertisements. 

According to an IAB study, the users most likely to block digital ads are men ages 18 – 34. Of those that chose to block ads, 15% have a form of ad block on their smartphones. 

Past company efforts to dissuade users from using ad block have been mainly futile. Besides a polite request to whitelist a company website, there are few ways a company can reach this audience of ad blockers. For companies that advertise online, ad blocking is detrimental as a portion of your intended audience may never view your ads. 

E-mail Opt-Outs

While ad block may prevent users from viewing search, display, and video ads, email opt-outs are another form of blocking ad content. Many users cite the onslaught of emails as the primary reason for unsubscribing from company mailing lists.

Unlike most other forms of advertising, electronic mail has strict guidelines and procedures for companies that receive opt-out requests. The CAN-SPAM Act requires a prompt cease of emails once a user opts out of the mailing list. 

Any violation of this policy could result in hefty fines per every violation. For a company that relies on email marketing, a request to opt out means a permanent ban from reaching that user in the future. 

Ad Block Behavioral Patterns

One of the most interesting behavioral phenomena in recent years are users’ dismissive attitudes towards online advertisements. While ad-block and opting out of emails are passive approaches to blocking ads, frequent pop-ups have conditioned users to automatically close or skip ads when given the option. 

The most common form of online advertisement are ads that deliberately cover valuable content from the end user. A user that displays dismissive behavior will typically close or skip these ads once the option is made available. A MAGNA/IPG Media Lab observed that  nearly 65% of users skip video ads and 76% claim to do so out of ingrained habits.

While some ads do not cover online content, some users block or otherwise avoid digital ads on a subconscious level. IBM labels this behavior as “banner blindness”, as these display ads are often ignored by their audience, resulting in a low click-through rate. 

Direct Mail Has No AdBlock

Among its many other benefits, direct mail also has the privilege of surpassing ad-block. Businesses that utilize direct mail campaigns within their marketing framework are never at risk of their message being obstructed by users or their devices. 

There is always the worry of high costs associated with print and postage when planning a direct mail campaign. Not to mention the challenge of targeting the right audience while avoiding uninterested prospects.

That is where DK Solutions can help.