Global Ad Blocking Update: Video Moves to the Foreground, with Only Partial Solutions in Sight - eMarketer
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Global Ad Blocking Update: Video Moves to the Foreground, with Only Partial Solutions in Sight

eMarketer Report

By: eMarketer

Published: March 01, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Ad blocking continues to gain ground as more consumers discover how easy it is to install a browser plug-in that eliminates the ads they consider most intrusive—video pre-rolls, displays, interstitials, page takeovers, etc. The consensus is that ad blocking is a headache for all who depend on ad-supported digital media.

  • Ad blocking is a growing problem, particularly for publishers, which are seeing immediate losses of revenue from users who choose to not see ads. Other parties, including marketers, ad agencies and even consumers, also stand to lose if the issue goes unresolved.
  • Ad blocking arose from consumers’ frustrations with subpar ad experiences and was propelled into the mainstream by several events in 2015, including high-profile media coverage and a decision by Apple to allow ad-blocking apps in its release of iOS 9 in September 2015.
  • Blocking video ads is a particular concern because of their transactional value, their projected growth and their importance to brand marketers, who increasingly see digital video as an extension of their TV ad strategies.
  • Ad blocking is most prevalent among younger internet users, and it is especially acute in the gaming world.
  • Publishers and platform providers are using a combination of technical and creative approaches to combat ad blocking. Technical solutions include technologies that detect and try to circumvent blockers, while more creative tactics include using subscription-based content, influencer marketing and native advertising. Some of these solutions appear viable, but many also present potential pitfalls.

"The use of ad blockers was up substantially on a global basis in 2015, with at least one source measuring the biggest jump in Q4."

Table of Contents

Metrics of Ad Blocking

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Demographics of Ad Blocking

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Ad Blocking’s Effects on Publishers and Advertisers

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Strategies to Combat Ad Blocking

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20 charts are included in the full report:

Global Ad Blocking Update: Video Moves to the Foreground, with Only Partial Solutions in Sight

Internet Users Worldwide Who Have Blocked an Ad, Q1-Q4 2015 (% of respondents)

Metrics of Ad Blocking

Internet Users Worldwide Who Have Blocked an Ad, Q1-Q4 2015 (% of respondents)

Internet Users Worldwide Who Use Ad Blocking Software, by Region, Q2 2015 (% of respondents)

Desktop Ad Blocking Rates in Select Countries in North America and Western Europe, June 2015 (% of total visitors)

Ad Blocking Software User Share in the EU-5, June 2015 (% of internet users)

Active Installs of Ad-Blocking Software Worldwide, 2010-2015 (millions)

Why Do People Block Ads?

Reasons that Internet Users in Select Countries Would Use Ad-Blocking Software, July 2015 (% of respondents)

Video Ad Blocking

Share of Time Spent Viewing Ad-Blocked Desktop Video Content in Select Countries, April-June 2015 (% of total time spent viewing desktop video content)

Mobile Ad Blocking

Mobile Ad Blocking Rates in Select Countries, July 2015 (% of total page views)

Demographics of Ad Blocking

Demographic Profile of Internet Users Worldwide Who Use Ad-Blocking Software, Q2 2015 (% of respondents in each group)

YouTube Users Worldwide Who Use Ad-Blocking Software, by Age, Q3 2015 (% of respondents in each group)

Desktop Ad Blocking Rates in Select Countries in North America and Western Europe, by Age, June 2015 (% of total visitors in each group)

Ad Blocking and Gaming

Ad Blocking Rates Worldwide, by Website Category, Q2 2015 (% of total of visitors to pages in each category)

Ad Blocking’s Effects on Publishers and Advertisers

Publishers in Europe and the US that Measure Ad Blocking Rates, Q4 2015 (% of respondents)

US Publishing Industry Professionals Whose Company Has a Strategy for Dealing with Ad Blockers, Oct 2015 (% of respondents)

US Publishing Professionals* Who Have Used a Third-Party Service to Assist with Ad Blockers, Sep 2015 (% of respondents)

Largest Problem Facing Their Overall Digital Ad Sales Business According to US Publishers, Sep 2015 (% of respondents)

Advertisers

Effect of Ad-Blocking Software on Digital Ad Spending According to US Ad Agency Professionals, May 2015 (% of respondents)

Level of Concern About Ad-Blocking Software According to US Ad Agency Professionals, May 2015 (% of respondents)

Problems with Programmatic Advertising According to US Senior Ad Buyers, Dec 2015 (% of respondents)

Strategies to Combat Ad Blocking

Platforms with Which Publishers in Europe and the US Are Likely to Partner to Publish Content, Q4 2015 (% of respondents)