Invasive Internet Advertising Propels Ad Avoidance Phenomenon, According to New Research
Research published today in AdWeek Magazine confirms consumer frustration with online advertising, but indicates pro-active trend toward ad avoidance using available online tools — A discouraging sign for the $300 billion advertising industry as a whole
SAN FRANCISCO, CA (Sept. 9, 2008) – Vizu Corporation today released the results of a consumer study conducted by Greg Stuart, former CEO if the Interactive Advertising Bureau and co-author of What Sticks, in cooperation with AdWeek magazine.
The report, conducted using the Vizu Answers (www.VizuAnswers.com) online research network, examined the attitudes of over 2000 consumers toward advertising in the different major media, including television, the Internet, print, and more. The research provides some key insights into consumer’s ad avoidance behavior and previews a future of what the $300 billion advertising is increasingly going to face.
Attitudes and behavior of respondents towards advertising:
- 48% said the internet has the most invasive or irritating advertisements.
- The largest driving factor to avoid advertisements is a general sense of irritation (29%) as opposed to a lack of trust (19%), or other more specific reasons.
- More effort (36%) is expended to avoid ads on the internet than TV (27.5%).
- An Internet Pop Up Blocker is the most valued ad avoidance tool for 30.5% of respondents.
- 56% would rather eliminate all advertising than leave it as it is.
- Compared to other media, respondents would be willing to spend the most money to avoid all advertising on television (44%).
- 42% would be willing to pay an extra $20 per month to avoid ads on television, though 37% would not spend that amount to avoid ads on any medium.
“This study clearly shows that consumers really don’t like advertising and there appears to be a lot of pent up frustration and even extreme levels of annoyance with advertising, even to the degree that they would pay more to have no advertising. The real challenge today in digital media is that consumers can act against that dislike effortlessly, and in many cases for free, to remove advertising,” said Stuart, former CEO of the IAB, and co-Author of What Sticks, who lead this research initiative
“We hope that the insights from this Ad Avoidance study causes the Ad industry to re-examine their practices and take action so as to prevent the industry suffering the music and entertainment industries are experiencing in the new digital age,” Stuart added.
Stuart reported on these research findings in a bylined article that was published today by AdWeek. Stuart’s column can be found at adweek.com/columns.
“Vizu allows us to compare responses from our own readers with those from a wide range of websites,” said Mike Chapman, Editor of AdWeek. “This adds new depth to online polling results and analysis of them. Working with Greg, we will deliver valuable insight into a range of online advertising issues.”
The full research report, entitled “Why Consumers Hate Advertising & What They Are Doing About It,” can be downloaded at: http://answers.vizu.com/AdAvoidance
“Greg Stuart’s experience at the IAB in rebuilding the online medium starting in the early part of this decade gave him a first hand view of the upheaval that is occurring in the advertising industry because of the implications of digital media and consumption habits,” said Dan Beltramo, CEO of Vizu Corporation. “Most people don’t admit to enjoying advertising, but this research begins to quantify just how frustrating various types of advertising can be to people and what they are doing about it.”
About Vizu
Vizu is the leading online brand advertising metrics and custom polling solutions provider. Our real-time survey system for measuring brand lift in online advertising provides powerful benefits to publishers and advertisers. Our polling products provide a unique way for online publishers to gather information from their audience and add interactive features to their Web properties. Vizu is a privately-held company based in San Francisco, CA, with backing from leading venture capital firms Draper Fisher Jurvetson and Greycroft Partners. For more information visit: www.vizu.com - See What the World Thinks.
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