NEW YORK, Aug. 7, 2015 /PRNewswire/ -- Interest in ad blockers is on the rise and widespread adoption could present major challenges for the digital publishing ecosystem and advertising industry. But how do consumers actually feel about the software and have they used it? According to a new survey of more than 11,500 adults from Genesis Media, creator of the industry's first attention platform for publishers and advertisers, low adoption rates present clear opportunities for the media industry.
"Consumers hold the key to the future of digital publishing, but the media industry can take measures to prevent them from downloading ad blockers by finding less intrusive ways to monetize content," said Mark Yackanich, CEO of Genesis Media. "This survey demonstrates the need for quality ads that are carefully targeted, not only to the consumer's preferences and behaviors, but also according to their value and loyalty to the publisher—especially on mobile, where consumer attention is heading."
Key findings from the Genesis Media Ad Blocking Survey include:
Low Adoption and Awareness:
- 76 percent of total respondents had never used ad blocking software and 37 percent didn't even know it existed.
- 29 percent of males say they've used ad blocking software, compared to 19 percent of females.
- Just 3 percent of total respondents have installed ad blocking software on their phone or tablet only.
Value of Quality Ads:
- 44 percent of males who've used ad blocking software say they'd permit ads that are less intrusive or higher quality, compared to 26 percent of females.
- 11 percent of males say they haven't installed ad blocking software because they enjoy watching ads, compared to just 4 percent of females.
Genesis Media Ad Blocker Survey Methodology:
Commissioned survey of U.S. consumers conducted from May 29 - June 2, 2015 to explore behaviors associated with ad blocking. The survey collected responses from 11,513 total consumers across Genesis Media's publisher partners, including Bauer, AMI, The Boston Globe and The Los Angeles Times. Genesis Media was the sole investor in the study and the survey population is made up of a mix of U.S.-based consumers, male and female, aged 18 and older.
For more information on Genesis Media, please visit www.genesismedia.com
About Genesis Media
Genesis Media is the only company that turns attention into value by dynamically pairing quality editorial with video ads. Leading national advertising agencies and premium publishers rely on Genesis Media's software to effectively measure digital consumer attention in real-time at the page level, while accurately quantifying the true value of publisher content.
For publishers without video, Genesis Media uses data to dynamically create and insert relevant inventory and open up new streams of revenue. Genesis Media also provides digital advertising agencies in need of inventory with guaranteed viewable, brand-safe videos for their clients. The company is headquartered in New York City with offices in Chicago, Los Angeles and Detroit.
SOURCE Genesis Media