NAB 2016: Survey Finds Good News, Bad News for Ad Blocking

Accenture survey: 40%-plus of consumers will pay for content if it means no advertising
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Las Vegas — A new survey released during the NAB Show finds that more than 60% of consumers are hip to several options for blocking ads, a number that jumps to nearly 70% for those under the age of 24.

But there was good news to be found in the new report from Accenture, which surveyed approximately 28,000 consumers across 28 countries: more than 40% of consumers said they would happily pay for content if it meant no advertising.

“Ad blockers are a relatively new threat to the digital advertising industry,” said Gavin Mann, Accenture’s global broadcast industry lead. “Consumers are increasingly willing to pay for blockers because too many ads are poorly targeted. In today’s world of personalized content, being forced to watch an ad that has no relevance is a missed opportunity and feels increasingly intrusive on precious screen-time.

Read more at B&C.