Local consumers’ use of ad blockers slightly declines, says IAB Australia

While one in four Australian consumers is using an ad blocker, usage is slightly declining despite increased awareness of the technologies, reports IAB Australia.

The report, released at IAB’s Australia Digital Ad Ops 2017 Conference in Melbourne, found consumers are shifting to mobile but not taking their ad blockers with them.

Conducted by Pureprofile and published by IAB Australia the second wave of ‘Ad Blocking in Australia’ research surveyed 1,659 online Australians aged over 16 in April 2017 and found that while awareness of ad blockers has increased from 59% to 63%, current usage has declined by two percentage points to 25% since October 2016.

Much of that decline has come about due to consumers shifting their internet use to smartphones, with the survey finding penetration of mobile ad blocking remains much lower than on desktop computers, with only 5% of respondents saying that they had an ad blocker installed on their smartphone versus 21% on desktop or laptop.

Over six in 10 people using an ad blocker expressed concerns over the quantity and intrusive nature of some digital ad formats and the IAB warned that overcoming this will come down to the creative skills of advertisers.

“Whilst it is positive news that the use of ad blocking appears to be stablising in Australia, it is imperative that the advertising industry continues to double down on our efforts to evolve and improve the ad experience for consumers,” said Vijay Solanki, CEO of IAB Australia.

“As mobile emerges as the channel of choice for many consumers, it will be key to ensure that mobile advertising respects the close relationship that a consumer has with their mobile phones and adheres to the LEAN principles of providing lighter, relevant and higher-quality advertising experiences.” Solanki said.

The number of people who have trialed an ad blocker but no longer have one installed on their digital devices is growing, increasing from 14% to 17% of online Australians in the past six months, the IAB said.

IAB Australia is part of the recently launched global initiative Coalition for Better Ads and is participating a range of projects being run out of the US-based IAB Tech Lab.


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