A recent report from ComScore has confirmed that around ten percent of desktop users are currently applying ad-software blocking tools or systems when perusing the internet. Though this ad blocking rate on a global scale has been relatively stable from around September to May of last year, it is clear that the likelihood of using ad blocking software is directly tied to generational differences.
The study showed that younger users are more inclined to employ ad blocking tools rather than individuals who are over the age of 34.
ComScore, a public marketing data company who offers analytics to publishers, agencies and large private entities in order to better understand consumer behavior across audiences on different platforms. This marketing data company heavily focuses on constantly examining factors within digital advertising from TV to the new ways brands are engaging with consumers in the mobile sphere.
With ad blocking increasing in popularity, it becomes more difficult for online publishers to not only yield engagement, but also reflect consumer data when creating strategy or number based plans in comparison with their competitors.
Basically, online publishers are sometimes unable to pull accurate data reflecting important KPI’s such as viewability, completion rate and cost per acquisition in the programmatic sphere.
However, as publishers and companies within the advertising industry alike become more concerned with these ad-blocking technologies, comScore’s data suggests that these trends do not seem to have any immediate impacts.
To illustrate, one survey conducted by Retale confirms that out of five-hundred informants, fifty-seven percent admitted to using ad-blocking tools on their desktop computers.
Meanwhile, a report published last year by Adobe and PageFair, confirmed that U.S. ad-blocking rates were 17% in May and 15% in June, which is nearly five to seven percent more than ComScore numbers. In addition, the companies also estimated that ad blocking tools and software led to $22 billion in lost advertising revenue last year alone.
Regardless of the numerical disparity between these three companies, ComScore’s numbers are actually aligned with various online publishers who have recently seen a decline in revenue due to ad blocking. Although ComScore numbers currently do not encompass ad blocking on mobile devices which is a far less common among consumers. To read more about ad blocking with regard to desktop users please visit this site.