Ad-Blocking in Romania: IAB Romania & Project Agora’s Research Shortlisted In IAB Europe’s Research Awards

May 4

Ad-Blocking in Romania: IAB Romania & Project Agora’s Research Shortlisted In IAB Europe’s Research Awards

Ad-Blocking in Romania, the first such country research in CEE, has been shortlisted for this year’s IAB Europe Research Awards. Initiated by IAB Romania and conducted by TailWind/Project Agora and Quantix, the aim was to study the rising phenomenon of Ad-Blocking and the reasons that are fueling its growth in Romania.

* Download Adblocking in Romania 2016.

Research was conducted in three distinct stages:

1. Measuring the ad blocking rate on IAB Romania’s website members in cooperation with PageFair, one of the global leaders in the measurement of the phenomenon.
2. Trying to understand in more depth the qualitative factors influencing adoption through an online questionnaire targeting both those converted and those who do not currently use ad blockers.
3. Providing insights of the two phases in a succinct Report that can be downloaded here.

Key findings show the adoption of Ad-Blocking within the research’s wide sample to be at 13.9%, with huge disparities though between visitors of different typologies of websites (i.e. 21.8% in Sports Websites vs 7.2% on Family oriented ones). The “non-regulated” advertising market resulting in interrupting ads has been quoted as the top reason for adopting ad-blocking software.

We are delighted that our in depth research on such a meaningful topic for both Internet end users and our partners, has made such an impact to be shortlisted among hundreds of entries at a European level. Understanding online users’ behavior patterns is key at our work in TailWind & Project Agora and we are delighted that this expertise has been utilized to the benefits of the wider industry.” Adrian Motirlichie, Tailwind Romania Business Development Director commented on the announcement of the shortlist.

The IAB Europe Research Awards are an opportunity to enhance industry recognition for research projects and their contribution to the development of the digital advertising industry.

Nick Hiddleston, Research Director Worldwide, ZenithOptimedia and Chairman of the Jury said, “The IAB Europe Research Awards continue to promote and share best practice across Europe and beyond, which is vital for the growth of the digital advertising industry.