Some 61% of IT decision-makers have an ad blocker installed on at least one of their devices, according to a Yahoo survey. The desktop (50%) – the device in which they spend most of their time – is the most common one on which they’ve installed an ad blocker, with fewer (28%) having an ad blocker on their smartphone.
As such, there’s still an opportunity to reach IT decision-makers – particularly on smartphones and tablets, which they tend to use more in the afternoons and evenings.
Regardless of their ad blocking status, around half or more respondents say they notice ads when shopping online or watching videos, while being less likely to do so when reading articles and blogs.
Separate results from the survey suggest that decision-makers are more likely to enjoy seeing ads while shopping online than watching videos. But even so, receptivity to pre-roll video ads is greater than to banner ads, take-over ads, and video ads outside of video players.
With retargeting emerging as the ad type that gains the highest level of receptivity, Yahoo notes that the “ad types that IT Decision-Makers pay most attention to are those that are targeted to their specific online behaviors and are not intrusive to their experience.”
About the Data: Yahoo in partnership with Maru / Vision Critical surveyed 202 users from the Springboard America panel who identify themselves as IT Decision Makers. Roughly 40% are aged 18-34, and the sample skewed towards males (62%) as opposed to females (38%).