Everyone today has an opinion about online ads. At HubSpot, we wear two hats: we’re online marketers and online browsers who consume voracious amounts of content. So the ad blocking phenomenon, and the debate surrounding it, is incredibly interesting for us as observers. As inbound marketers, we see the need for businesses and content creators to hit their bottom line, but as online content consumers, we also see a lot of annoying ads.
Based on the way the landscape is evolving, the future of online advertising is looking more and more tenuous. We wondered: is there a way that content producers and ad publishers can make money without creating a hugely disruptive and annoying ad experience? What kind of advertising do online browsers tolerate today, and why do they use ad blockers to begin with? A previous HubSpot study revealed people really vent their ire on specific types of ads (think pop-ups and autoplaying videos), so we set out to find out more. To figure out what to ask, we partnered with AdBlock Plus, one of the most widely used ad blocking extensions in the world, to create the study questions and secure survey responses through SSI, an independent survey panel provider. Though AdBlock Plus was involved in the research survey, the views in this report are entirely HubSpot’s.