How to Get Consumers to Unblock Ads


IAB / Interactive Advertising BureauTwo-thirds of U.S. consumers using ad blockers can be persuaded to remove them from their computers, according to an Interactive Advertising Bureau study. A mix of nearly 1,300 computer users and just over 200 mobile users were surveyed.

Various methods can be employed to persuade consumers to turn off the ad-blockers, including guaranteeing that ads don’t slow down browsing, preventing access to content with a notice saying it’s being blocked and safeguarding users from ads infected with malware or viruses, reports MediaPost.

The study verified consumers are most annoyed by ads that delay or obscure access to Website content.

The report is “Ad Blocking: Who Blocks Ads, Why, and How to Win Them Back,” conducted by C3Research.