The Ground Control team has had the opportunity to do some sessions with the IMAA and the A-League to talk about what consumers really think about advertising and the particularly pressing topic: why people block ads.
To fuel the discussion, we leveraged the data and insights available from GWI.
A couple of interesting insights worth sharing;
In Australia, we click on circa 12% of sponsored posts or ads on social, however, on Reddit, Tik Tok and Snapchat, that rises to +18% – perhaps reflective of the effort brands are putting into their ads on those platforms compared to Facebook?
Australians don’t like to be tracked online:
- 33% of Australian respondents use an adblocker
- 59% regularly clear their cache/browsing history
- 38% Decline cookies
- 21% of Australian respondents try to avoid all ads
- Only 2% of Boomers feel represented in ads, which could be a key reason they’re avoiding ads. Interesting, as they have the highest purchasing power.
With GWI data, you can examine these stats in the context of your particular target audience. Depending on factors like age, affluence and device preferences, these numbers can skew quite differently.
If you’re worried about how this impacts your ability to track digital campaign performance, check out the post on cookies and find out more about RescueMetrics.
