广告拦截用户态度调查报告.pdf

WHY PEOPLE BLOCK ADS And What It Means for Marketers and Advertisers by MIMI AN Why People Block Ads Table of Contents Click Chapter Titles to Go Directly to the Page 01 / Introduction 3 02 / How Online Browsers Feel About Ads Today ... . .. . 4 03 / People’s Response To Annoying Ads: Install Ad Blockers.. .. . . .. . . .. . . . 7 04 / Mobile: The Latest Battleground .. ... .. ... . . .. . . .. . . . 12 05 / Ad Blocking As A Way To Regain Control .. ... .. ... 15 06 / How Websites Have Tried To Adapt .. ... .. ... 17 07 / Will People Turn Off Their Ad Blocker Or Pay For Content? 21 08 / Is It All Doom And Gloom: Will People Accept Any Advertising?23 09 / Regional Differences... . ... .. ... .. .. ..27 10 / Conclusion . ... .. ... .. .. . 30 11 / Methodology 31 2 Why People Block Ads 01 / INTRODUCTION Everyone today has an opinion about online ads. At HubSpot, we wear two hats: we’re online marketers and online browsers who consume voracious amounts of content. So the ad blocking phenomenon, and the debate surrounding it, is incredibly interesting for us as observers. As inbound marketers, we see the need for businesses and content creators to hit their bottom line, but as online content consumers, we also see a lot of annoying ads. Based on the way the landscape is evolving, the future of online advertising is looking more and more tenuous. We wondered: is there a way that content producers and ad publishers can make money without creating a hugely disruptive and annoying ad experience? Wha