Thankfully awareness of adblocking is low in the UK
Some worrying research on consumers reaction to advertising on Facebook have come from an online survey conducted by Censuswide on behalf of Adblock Plus. It claims to have found that almost 70 per cent object to ads appearing in Facebook mobile app. A lowly 3 per cent actively like Facebook ads. In particular, two thirds of people dislike ads that appear in their Facebook news feeds. Of course, Adblock Plus’ answer is to encourage people to download its mobile app – which presently only works on Android. Fortunately, for advertisers awareness of adblocking is low in the UK.
The Censuswide survey was carried out between 24-30 July 2013 in the UK, interviewing 2,244 people. Full results of findings are available upon request. Try Censuswide.
Till Faida, founder of Adblock Plus, uses the research to argue that,”While shareholders have shown strong support for Facebook’s advertising strategy, it is important to realise the amount of control that users have to manage what ads they see through the use of simple downloads such as adblockers.”
Another worrying claim is that half of respondents feel tailored advertising is an invasion of privacy.
“There is another way – and other forms of advertising have been able to achieve acceptance,” Faida argues.
“For example, our research also shows that 63 per cent of people are not bothered at all by advertising in print magazines.”
“Social media seems to have a few things to learn from more traditional advertising mediums.”
Adblock Plus warns that even if it may seem intuitive that people will stick with a platform where their friends are, they may choose to either alter their experience or move to a new platform altogether. Bebo, GoMo News wonders?
Faida concludes, “The issue here is about people’s ability to control their online experience.”
“Ads appearing in Facebook news feeds and through mobile apps interfere too much with the user experience.”