Now You See Me: A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception

Valerio Stallone; Anna Rozumowski; Amelie Pelka; Dominik Reisig; Claire Pankratz

doi:10.1007/978-981-33-4183-8_56

Now You See Me: A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception

Valerio Stallone^*, Anna Rozumowski, Amelie Pelka, Dominik Reisig, Claire Pankratz

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceeding › Academic › peer-review

Abstract

An increasing amount of Web users is turning to ad blockers to avoid ads, which Web users perceive as annoying, an invasion of privacy, or as slackening their Web experience. Ad blocker users still encounter online advertising on their Web journey although using ad blockers. While there has been significant research into factors driving ad blocker adoption, the effects of online advertising on brand perception for ad blocker users are not well understood. To approach this white space, we conduct an online survey. We build two groups, ad blocker users and non-users. We then check for significant differences in likeability toward and perceived positive image of the brands the groups saw online ads. In our analysis, we did not find any significant difference neither in the first nor in the second variable between ad blocker users and non-users for when they see online advertising. We conclude that ad blocker users remain interesting targets for advertisers.

Original language	English
Title of host publication	Marketing and Smart Technologies - Proceedings of ICMarkTech 2020
Editors	Álvaro Rocha, Marc K. Peter, Sandra Loureiro, José Luís Reis, Ricardo Cayolla, Zorica Bogdanovic
Publisher	Springer Nature
Pages	699-708
Number of pages	10
ISBN (Print)	9789813341821
DOIs	https://doi.org/10.1007/978-981-33-4183-8_56
Publication status	Published - 1 Jan 2021
Event	International Conference on Marketing and Technologies 2020 - Lisbon, Portugal Duration: 8 Oct 2020 → 10 Oct 2020

Publication series

Series	Smart Innovation, Systems and Technologies
Volume	205
ISSN	2190-3018

Conference

Conference	International Conference on Marketing and Technologies 2020
Abbreviated title	ICMarkTech 2020
Country/Territory	Portugal
City	Lisbon
Period	8/10/20 → 10/10/20

Keywords

Ad annoyances
Ad blocker
Digital marketing
Online advertising

Access to Document

10.1007/978-981-33-4183-8_56

Cite this

Stallone, V., Rozumowski, A., Pelka, A., Reisig, D., & Pankratz, C. (2021). Now You See Me: A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception. In Á. Rocha, M. K. Peter, S. Loureiro, J. L. Reis, R. Cayolla, & Z. Bogdanovic (Eds.), Marketing and Smart Technologies - Proceedings of ICMarkTech 2020 (pp. 699-708). Springer Nature. https://doi.org/10.1007/978-981-33-4183-8_56

Stallone, Valerio ; Rozumowski, Anna ; Pelka, Amelie et al. / Now You See Me : A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception. Marketing and Smart Technologies - Proceedings of ICMarkTech 2020. editor / Álvaro Rocha ; Marc K. Peter ; Sandra Loureiro ; José Luís Reis ; Ricardo Cayolla ; Zorica Bogdanovic. Springer Nature, 2021. pp. 699-708 (Smart Innovation, Systems and Technologies, Vol. 205).

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title = "Now You See Me: A Quantitative Study on the Effects of Ad Blocker Usage on Users{\textquoteright} Brand Perception",

abstract = "An increasing amount of Web users is turning to ad blockers to avoid ads, which Web users perceive as annoying, an invasion of privacy, or as slackening their Web experience. Ad blocker users still encounter online advertising on their Web journey although using ad blockers. While there has been significant research into factors driving ad blocker adoption, the effects of online advertising on brand perception for ad blocker users are not well understood. To approach this white space, we conduct an online survey. We build two groups, ad blocker users and non-users. We then check for significant differences in likeability toward and perceived positive image of the brands the groups saw online ads. In our analysis, we did not find any significant difference neither in the first nor in the second variable between ad blocker users and non-users for when they see online advertising. We conclude that ad blocker users remain interesting targets for advertisers.",

keywords = "Ad annoyances, Ad blocker, Digital marketing, Online advertising",

author = "Valerio Stallone and Anna Rozumowski and Amelie Pelka and Dominik Reisig and Claire Pankratz",

note = "Publisher Copyright: {\textcopyright} 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.; International Conference on Marketing and Technologies 2020, ICMarkTech 2020 ; Conference date: 08-10-2020 Through 10-10-2020",

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Stallone, V, Rozumowski, A, Pelka, A, Reisig, D & Pankratz, C 2021, Now You See Me: A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception. in Á Rocha, MK Peter, S Loureiro, JL Reis, R Cayolla & Z Bogdanovic (eds), Marketing and Smart Technologies - Proceedings of ICMarkTech 2020. Springer Nature, Smart Innovation, Systems and Technologies, vol. 205, pp. 699-708, International Conference on Marketing and Technologies 2020, Lisbon, Portugal, 8/10/20. https://doi.org/10.1007/978-981-33-4183-8_56

Now You See Me: A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception. / Stallone, Valerio; Rozumowski, Anna; Pelka, Amelie et al.
Marketing and Smart Technologies - Proceedings of ICMarkTech 2020. ed. / Álvaro Rocha; Marc K. Peter; Sandra Loureiro; José Luís Reis; Ricardo Cayolla; Zorica Bogdanovic. Springer Nature, 2021. p. 699-708 (Smart Innovation, Systems and Technologies, Vol. 205).

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceeding › Academic › peer-review

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T1 - Now You See Me

T2 - International Conference on Marketing and Technologies 2020

AU - Stallone, Valerio

AU - Rozumowski, Anna

AU - Pelka, Amelie

AU - Reisig, Dominik

AU - Pankratz, Claire

PY - 2021/1/1

Y1 - 2021/1/1

N2 - An increasing amount of Web users is turning to ad blockers to avoid ads, which Web users perceive as annoying, an invasion of privacy, or as slackening their Web experience. Ad blocker users still encounter online advertising on their Web journey although using ad blockers. While there has been significant research into factors driving ad blocker adoption, the effects of online advertising on brand perception for ad blocker users are not well understood. To approach this white space, we conduct an online survey. We build two groups, ad blocker users and non-users. We then check for significant differences in likeability toward and perceived positive image of the brands the groups saw online ads. In our analysis, we did not find any significant difference neither in the first nor in the second variable between ad blocker users and non-users for when they see online advertising. We conclude that ad blocker users remain interesting targets for advertisers.

AB - An increasing amount of Web users is turning to ad blockers to avoid ads, which Web users perceive as annoying, an invasion of privacy, or as slackening their Web experience. Ad blocker users still encounter online advertising on their Web journey although using ad blockers. While there has been significant research into factors driving ad blocker adoption, the effects of online advertising on brand perception for ad blocker users are not well understood. To approach this white space, we conduct an online survey. We build two groups, ad blocker users and non-users. We then check for significant differences in likeability toward and perceived positive image of the brands the groups saw online ads. In our analysis, we did not find any significant difference neither in the first nor in the second variable between ad blocker users and non-users for when they see online advertising. We conclude that ad blocker users remain interesting targets for advertisers.

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KW - Digital marketing

KW - Online advertising

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DO - 10.1007/978-981-33-4183-8_56

M3 - Conference article in proceeding

SN - 9789813341821

T3 - Smart Innovation, Systems and Technologies

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EP - 708

BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2020

A2 - Rocha, Álvaro

A2 - Peter, Marc K.

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A2 - Bogdanovic, Zorica

PB - Springer Nature

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Stallone V, Rozumowski A, Pelka A, Reisig D, Pankratz C. Now You See Me: A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception. In Rocha Á, Peter MK, Loureiro S, Reis JL, Cayolla R, Bogdanovic Z, editors, Marketing and Smart Technologies - Proceedings of ICMarkTech 2020. Springer Nature. 2021. p. 699-708. (Smart Innovation, Systems and Technologies, Vol. 205). doi: 10.1007/978-981-33-4183-8_56