‘Intrusive’ pre-roll leads online video users to ad-blocking | Online Video | News | Rapid TV News
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Global research from Teads into ad blocker adoption has revealed that it’s not advertising in general, but intrusive ads in particular that are driving adoption of such technologies.

Overall nearly four-fifths would consider uninstalling an ad blocker if they had more choice over ads, with almost three-quarters saying that intrusive ads were the largest motivator for installing ad blockers, followed by ads that affect site performance (62%).

When it came to online video, the report found that over half (52%) said pre-roll was the most intrusive format. Argentineans were the most turned off by pre-roll ads, with 57% of respondents ranking them as highly intrusive. Interestingly, respondents from Argentina preferred in-article native video ads, with only 13% of respondents finding these units highly intrusive.

The majority of consumers said in the report that ads were more intrusive on mobile devices, with 71% of those having ad blockers installed on mobile devices. Pop-up ads were the largest driver of ad blocker adoption, with 84% of those using ad blockers doing so to remove these from their online experience.

“People around the world have expressed an aversion to intrusive ad formats, but providing people choice is a global solution,” said Rebecca Mahony, CMO, Teads. “The rise of ad blockers signals a wake-up call for the advertising industry and we must pay attention to the demands of consumers for advertising that respects their online experience.”