Australia’s Online Ads Are More Intrusive Than Anywhere Else In The World: Study

Australia’s Online Ads Are More Intrusive Than Anywhere Else In The World: Study
SHARE
THIS



Aussies are willing to pay for ad-blockers if it means they’re not inundated with intrusive online ads, a new study from digital strategy company Accenture has found. And our online ads intrude consumers’ space more than anywhere else in the world.

A survey of more than 1000 Aussies revealed nearly one third (31 per cent) would pay for ad blockers to eliminate ads.

Ad-blocking has been a widely debated issue in adland. While some believe it’s stealing and consumers should be aware of the benefits of advertising, others think it’s just a blatant call that online advertising sucks.

“Ad blockers are a relatively new threat to the burgeoning digital advertising industry,” said Scott Dinsdale, Accenture’s media and entertainment lead for Australia and New Zealand, about the new study. And understanding the prevalence of ad-blockers provides valuable meaning for brands and marketers in how they’re connecting with consumers.

“Consumers are increasingly willing to pay for blockers because too many ads are poorly targeted. In today’s world of personalised content, being forced to watch an ad that has no relevance is a missed opportunity and feels increasingly intrusive on precious screen-time,” added Dinsdale.

“In fact, simple avoidance of content associated with heavy and repetitive irrelevant advertising will increase as consumer choice and awareness of choice increases.”

But our ads are the most intrusive globally, the survey found. With more the 28,000 respondents globally, 86 per cent of Aussies find advertising interruptions annoying, compared with the global average of 83 per cent.

And 76 per cent of Aussies reckon these ads don’t know what they’re talking about and aren’t personalised, compared with 74 per cent globally.

But, we know less about ad-blocking and its awareness and implications than the global average; 57 per cent compared to 62 per cent. Unsurprisingly, younger consumers are more aware of ad-blockers than the older groups.

Please login with linkedin to comment

#WeStandWithWDBJ Advertising Standards Bureau BlisMedia myRAC

Latest News

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin
  • Advertising

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin

Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]

Apple Set To Bundle Subscription Services
  • Technology

Apple Set To Bundle Subscription Services

Apple unveils latest initiative that is rumoured to have come to Tim Cook while he was scooping the leaves in his pool.

by B&T Magazine

B&T Magazine
SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat
  • Campaigns

SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat

SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]

by B&T Magazine

B&T Magazine
Woolworths W23 Longtail UX. From left Will Santow, Longtail UX Co-Founder and Co-CEO; Ingrid Maes, Managing Director W23 and Andreas Dzumla, Longtail UX Co-Founder and Co-CEO. Pictured at Dan Murphys in Mosman. 13th August 2020. Photograph Dallas Kilponen.
  • Technology

Longtail UX Secures $2.25M In Funding From Woolworths Group’s Venture Capital Arm W23

Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine