Mobile ads that cover 80% of the screen receive 6.6 seconds of attention from the average smartphone user. That’s more than double the attention received by ads with 50% screen cover, and about eight times that of ads covering less than 10% of the screen.

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

A quarter of US internet users block ads this year, as they demand more relevant, less intrusive messaging to support their media consumption.

Ad blocking user growth is slowing in the UK, with rates much lower than in France and Germany. But it’s still costing publishers revenues. Better advertising and messaging are on the horizon, which might help slow rates still further.