Report: Ad-adverse consumers best served with sponsored advertising

New research from HubSpot shows adblocking is on the rise

Email and sponsored advertising are generating the most neutral experiences with consumers when it comes to digital advertising, a new report claims.

The new Effectiveness of Advertising in Asia-Pacific report found 80 per cent of consumers across Australia, New Zealand and South East Asia are leaving websites because of interruptive online ads, and 50 per cent of global audiences are installing ad blocker tools. Millennials were found to have the highest adoption rate of ad blocker software, with the most popular ad blocker app, Adblocker Plus, reaching 300 million downloads worldwide.

However, while the results suggested there were no ad experiences that were positive to consumers, the report found email and sponsored, or native advertising formats such as sponsored social posts, generated the most neutral experience for respondents.

However, 77 per cent said they would unsubscribe from a brand’s distribution list if they were sent too many messages. Globally, 96 per cent of respondents were found to have unsubscribed from receiving emails.

Telemarketing calls were the most negative experiences for customers, with 66 per cent of Asia-Pacific respondents stating these were ‘extremely negative’. Pop-up online advertisements also rated poorly, with 51 per cent of respondents stating these were ‘extremely negative’, along with autoplaying online video advertisements (40 per cent).

“Marketers who want to connect with potential customers – or maintain existing relationships with loyal customers – need to get smart about their digital ad spent, supplementing and enhancing the online experience, not interrupting it,” commented HubSpot director of marketing for Asia-Pacific, Ryan Bonnici.

The Effectiveness of Advertising in Asia-Pacific report stemmed from the results of HubSpot’s Global Interruptive Ads survey, which was based on responses from 224 consumers regionally. An additional 580 were surveyed globally.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in