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WunderKIND Ads survey was conducted on a sample of 1,000 digitally active customers. According to its results, up to 70% of respondents think advertisers don’t respect their digital experience, and another 95% said their perception of content is interrupted by ads. Nine in ten (92%) shoppers feel that ads are becoming more intrusive, and up to 91% of shoppers don’t even buy from a brand whose ads they find distracting.
More than two-thirds (68%) of consumers who took part in Wunderkind’s survey would be more likely to engage with an ad if they were completely disengaged from the content. 60%, however, would prefer to see ads only after they have finished engaging with the content on the website.
Is ad blocking the new standard?
Bulbshare’s next study focused on Generation Z. It reports that intrusive advertising forces 99% of consumers in this demographic to frequently skip ads, while nearly two-thirds (63%) of online shoppers use ad blockers to avoid online ads altogether.
It’s not just about a poorer customer experience. Consumers are so annoyed that they interrupt their search and purchase. They also cause lower engagement and conversion rates, limiting the effectiveness of ads and significantly reducing marketing ROI and return on ad spend.
The survey also shines a light on marketers
Wunderkind also looked at marketing executives. They conducted the survey with a sample of one hundred CMOs in 2023. According to the report, 50% of respondents believe that digital advertising does not increase brand loyalty and 44% said that their online advertising does not drive enough sales. Amy Pearce, head of advertising at Wunderkind International, summarised:
“Advertising is often perceived in a negative way. But the truth is that when ads are shown at the right time, to the right user, in the right – and often more organic – way, consumers are happy and willing to engage in a meaningful way. Just as retailers and brands are focusing on personalising the shopping experience, brands need to consider how and when advertising is best served to consumers in order to create user-centric ad experiences that drive engagement and conversions that generate ROI”.
