10 things you need to know about Acceptable Ads

Acceptable Ads is the company that enables brands to reach ad-blocking users, and publishers and advertising solutions to monetize those users. But why bother? Here are ten things you need to know about Acceptable Ads and ad-blocking users.


The info in this article comes from data collected by GlobalWebIndex (GWI) and YouGov.


About Acceptable Ads


1. 40% of the online population are blocking ads


The ad-blocking community is huge and continues to grow year to year. Many European and English-speaking markets exceed 40%, and countries in the Asia-Pacific region are leading the trend, with some countries registering rates of up to 50% and higher.


2. There are two types of ad-blocking users


GWI defines two types of users that are relevant for Acceptable Ads: ad-blocking users who have an ad blocker installed on their device; and selective ad-blocking users, who have blocked ads in the past month but who also say they discover brands or products through ads seen online, or have clicked on an online ad in the past month.


3. Ad-blocking users think there are too many annoying and intrusive ads on the internet


This may not come as an earth-shattering revelation, but it’s good news in that the solution is simple: listen to them. 

GWI data shows that more than 50% of ad-blocking users state that there are too many ads on the internet; more than 40% state that too many ads are annoying or irrelevant, and that ads are intrusive; and almost 40% state that ads take up too much screen space. 


4. Over 90% of ad-blocking users don’t hate ads


This is demonstrated by the number of ad-blocking users who are currently enrolled in the optional Acceptable Ads program, which hovers between 95%, but is higher in some user groups.


5. 71% of US online users polled stated that they understood publishers rely on advertising to keep their content free


This suggests that ad-blocking users are open to a new solution: one that allows them to enjoy the internet without sacrificing their experience at the expense of intrusive ads.


6.  Ad-blocking and selective ad-blocking users subscribe to more online magazines and news services than non-ad-blocking users


Of all users, selective ad-blocking users are the highest subscribers to online magazines and news services, and they are also more likely to buy digital gifts. This group of users are the most valuable to both advertisers and publishers, for the former because of their buying habits and for the latter because they read.


7. Nearly 60% of selective ad-blocking users report discovering brands from ads seen on websites

That’s more than double the 26% of ad-blocking users and 24% of non-ad-blocking users who reported finding new brands from online ads. This suggests that selective ad-blocking users are a prime target group for brands advertising online in a tasteful, nonintrusive way. 

One thing the three groups have in common? They rarely discover new brands from news items.


8.Ad-blocking users are overwhelmingly found in cities


Almost 70% of them describe their households’ location as urban. 21% are self-described suburbanites and 10% prefer the peace of rural living.


9. Ad-blocking users are socially aware, ecologically-minded, desire self improvement and believe it is important to stay well informed


This is demonstrated in statements that ad-blocking users feel best describe their priorities. 


10. Nearly 80% of ad-blocking users turn to the internet first when they need information


This is reflected in statements ad-blocking users feel best describe their attitudes towards technology and the web. Other statements that rank highly illuminate the fact that, while being dependent on the web for information and social interactions, ad-blocking users are concerned about their privacy.


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[Update] For more information about  consumers and advertising, check out these blogs in 2021:

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