Ad blocking in Greece at 19.6% according to Tailwind’s study

Dec 12
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Ad blocking in Greece at 19.6% according to Tailwind’s study

The first in-depth, comprehensive research on Ad blocking in Greece, conducted by TailWind with the support of Focus Bari and Oriel and under the aegis of the Hellenic Advertisers Association, the Hellenic Association of Communications Agencies and IAB Greece, shows that while the challenge is existent, it has not reached ‘overwhelming’ proportions.
 
Mobile’s extremely low percentage of ad blocking usage is a great opportunity for the industry to ‘start anew’ in this vital channel – though only a major reversal of current excesses, across channels, will ensure this.

The industry should act fast as 3 out of 10 ads blocking users have installed ad blocking software in the last twelve months, translating into an effective 50% proliferation rate. This growth rate is principally the result of exasperating user experience – annoying ads and slow loading times are destroying the ad funded free internet.
 
And yet this is, to an important degree, reversible: 2 out of 3 ad blocking users would be willing to uninstall the software if user experience issues were resolved. This would make a substantial difference as it would translate into an ad blocking percentage of (only) approx. 10% and an increase of almost 30% in effective audience reach.
 
A major hidden risk comes to the fore: ad blocking triggers are most prevalent in the digital video environment, i.e. unless it is reformed, the industry is in grave danger of missing out in the fastest growing and most lucrative segment of digital advertising.
 
Any reform process must include all industry stakeholders and, as the global example of the IAB shows, involve new standards and codes of conduct. In parallel, a broader drive to educate users about the value exchange in digital advertising must be enhanced and reinforced.
 
Please download the “Ad Blocking in Greece” whitepaper.