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 newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in