Nearly half of all people in the world block ads. However, many disable their ad-blocking software or “whitelist” certain websites. Ad-frustrated users are looking for ads that offer a better user experience as the online advertising landscape evolves. Whitelisting websites that are less intrusive than ads on social media is a common practice. Some people will even pay more for an ad-free experience.

Ad-blocking tools are becoming more popular among tech-savvy younger consumers. GlobalWebIndex’s March 2019 report shows that 47% of people around the world block ads. This makes ad-supported businesses nervous about the technology’s impact on their bottom lines.

However, almost all ad-blocking software allows users to temporarily disable technology for certain pages or domains. Whitelisting, also known as ad blocking, is more popular than you might think among users.

500 users of ad-blocking software were surveyed to find out their preferences in advertising, whitelisting websites, and general opinions about the online advertising industry.

People who use ad-blocking software are more likely to whitelist websites if the ads they see do not disrupt their overall user experience (UX). Website users don’t want to pay extra for an ad-free experience on the internet, even though they are aware of the negative effects that ad blocking can have on publishers. People who use ad-blocking software are searching for better UX.

This report can be used by businesses to develop an online advertising strategy that meets user add preferences.

Our findings

• 60% of ad-blocking consumers have “whitelisted,” which means they have paused their ad blocker from a website. This allows businesses to market to fatigued consumers.

• 28% of whitelisted say that they disabled the ad-blocking software because it stopped a page loading. Users may be dissatisfied if they have to interrupt website functionality to disable adblocking.

• 56 percent of people who use ad blockers have disabled the tool on social networks more than any other website. This is because social media ads are less disruptive to users’ experience.

• Ad blockers are used by 66 percent of users. 45% of those who use them customize their Facebook ads. This indicates that users want control over their ads.

• 35 percent of ad-blocking consumers are unlikely to pay extra for an ad-free internet experience.

Advertisers should understand the preferences of users.

Ad blockers enable users to selectively allow ads or “whitelist” domains and pages they wish to support. Businesses can learn how whitelisting websites work and what it means for their advertising strategies.

60 percent of internet users who block ads will allow advertisements on certain websites or sixty percent. This is good news for businesses as it proves that advertising can still be a powerful way to get customers.

A third of those who use ad-blocking (30%) don’t whitelist websites, while 11% aren’t sure if they have.

Ben Williams is the Director of Advocacy for eyes. This Cologne-based software company is behind the popular ad blocker Adblock Plus and micropayment provider Flattr. Trusted News also helps users spot misleading or false information. Whitelisting was created when people realized the negative effects of ad blockers on publishers.

Williams stated that “What we have found… is that most people do not want to block all ads.” “People wanted [the ability] both to block the most intrusive types of ads as well as to allow some ads through to support publishers.”

Although ad-blocking software was initially designed to prevent all ads from reaching users, developers quickly realized that users want to block intrusive or disruptive ads. Whitelisting was created.

AdBlockPlus, like other ad-blocking programs, allows users to whitelist certain websites.

Whitelisting can be seen as an alternative to “paying” content. By opting to see advertisements on publishers’ pages, users can support valuable content and block annoying ads.

Whitelisting Encouraged with Non-Intrusive Content

Publishers and businesses that depend on advertising revenue hope that ad-blocking consumers will whitelist their websites. However, these businesses shouldn’t force consumers to whitelist their website by preventing basic functions from being performed, such as disabling images or preventing them from loading completely.

Over one-quarter (28%) of those who use ad-blocking software whitelist websites that restore page functionality.

Whitelisting websites can also be used to view useful content (22%), follow prompts to disable the ads blocker (22%), get free content (15%), and support a brand (11%).

Businesses that depend on advertising revenue may limit or disable website functionality for ad-blocking consumers. This strategy works for 28% of people. However, research by Clutch has shown that 63% will leave a website they don’t trust permanently.

Experts believe that restricting the functionality of a website to ad-blocking tools disrupts the UX and can drive people away from the site for good.

Dary Merckens, chief technology officer of AWS Partner and Developer Gunner Technology stated that he doesn’t like sites that prevent you from browsing without disabling Adblock. There is enough content to last a thousand lives, so it is important to support and cultivate the best sources of content.

Publishers run the risk of alienating Merckens users, who will happily find similar content elsewhere if they are unable to display their pages properly due to ad blocking.

Business Insider, for example, requires that users disable ad-blocking software to view its content.

Users are presented with two options in the pop-up: To disable the ad blocker, or to pay a fee to view content without ads. These options may cause users to search for content elsewhere, as they disrupt the user experience.

Instead, publishers and businesses should prioritize the user experience when asking people to disable adblocking. This will result in a more humane and empathic response.

Websites like Seeking Alpha allow users to close pop-up windows and browse the site without whitelisting it.

You can close the window by clicking the small “X” at the top right corner. Seeking Alpha doesn’t require users to turn off their ad blocking to access content, despite its empathic appeal.

David Martin, UX strategist, at digital agency from the Future describes this approach to users as an “optional trip” that allows them to choose their content experience without being forced.

Martin stated, “In this instance, it’s an easier ask.” They’re asking me to help them because they make money by displaying ads. If I decide to close that message, it’s not a problem. I can still navigate to the other article or use the website.

Martin believes that pop-up requests should be used by businesses to disable adblocking. He also suggests that users use pop-ups to make it easier to close out pop-ups and access content, even if they do not whitelist the domain or page.

Requests from businesses to whitelist their site should be made with a simple design element, such as a banner or pop-up that is easy to close.

Make use of Social Media Ads to Model Website Ads

Whitelisting websites that are less intrusive to users is more common, as are those on social media platforms. Businesses should include ads on their websites in a similar way to social media, or include social media in their advertising models.

Whitelisting (56%) is a popular choice for more than half of those who use social media.

34 percent of whitelist gamers and 30% of whitelist news outlets are visited by more than one-third (34%) of whitelist users. Both of these sites frequently ask users to disable their ad-blocking software while they browse.

Nearly one-fifth (21%) of people whitelist encyclopedic materials (20%) and forums (20%). Only 17% disable ad blockers on business blogs, which heavily rely upon advertising revenue.

Small businesses can advertise on social media platforms because consumers are willing to whitelist ads. Social media allows businesses to reach a wider audience because more people will whitelist ads on these sites.

Many ad-blocking tools have negligible effects on platforms like Facebook. UBlock Origin’s Browser Extension blocks only the paid ads that appear to the right of Facebook’s newsfeed, as shown below.

Williams stated that a lot of ads on social media are within the feed. “I don’t think the annoyance factor on social media is as high since you can scroll through it.”

Facebook and other social media platforms allow ads to be posted in the regular newsfeed. This allows them to be less intrusive, and more frustrating.

Williams stated that “We found people don’t mind things” if they can scroll over them. Interstitials are not a way for users to control their experience.

Interstitials pop-ups that appear in front of a page’s content can disrupt the user experience. Users will be less annoyed by ads that they can scroll past.

Websites and companies that have difficulty getting users to whitelist should consider hiring a website designer to help integrate ads into their site without interrupting the user’s experience.

Allow users to control their advertising experience

Ad-supported websites and ad-driven marketing campaigns should allow users to personalize their advertising preferences to avoid losing potential customers.

66% of people who use ad-blocking software are open to improving their advertising experience. They will give feedback to companies to help them adjust their ads or to change their preferences.

Facebook is the most popular site for customizing ad preferences. 45% of respondents said they have chosen ad preferences through social network. 31% of respondents have customized ads on YouTube and 22% on Google.

In recent years, the practice of allowing users to customize their ads has become more popular. There are two types of customization options available:

• Surveys in which users give personal information to receive more relevant ads

• Feedback Options where users can choose to stop seeing targeted ads

YouTube offers short surveys that viewers can complete to improve the relevance of ads and videos.

You can choose to share personal information, such as your graduation year, in these surveys for more relevant ads.

Facebook users have the option to hide irrelevant advertisements and give feedback.

These feedback loops help websites decide which ads to show their users.

Social media sites excel at providing UX-friendly feedback forms. Facebook displays the feedback form below if a Facebook user hides an advertisement.

This window is simple to use and doesn’t obstruct content.

Feedback options for banner ads are less user-friendly than other places on the internet. Website visitors can provide feedback on most banner ads. However, the ads are smaller and harder to click.

Users can provide feedback about banner ads on the internet by finding the button on the right-hand side of the ad. It is located below the “X.”

Clicking the button will change the ad to a screen that allows users to find resources and information about the ads they see, as well as their online privacy.

Louis Belpaire is the director of paid media analytics and paid media at Alexandria, Va.-based Digital Marketing Agency Silverback Strategies. He believes that these feedback options can improve outcomes for both users and businesses.

Belpaire stated that it was possible to quickly remove unrelated ads and let the algorithm do its thing over time, resulting in more relevant, targeted ads. It’s helped both advertisers as well as users to create better-quality content.

Belpaire believes that the feedback between users and advertisers enhances the user experience.

Businesses must make sure they use the data to improve users’ advertising experience.

Martin stated that it is unlikely that users will click on display ads displayed on a website with irrelevant content if they aren’t sifting through the data.

Businesses should use customer data to offer the best user experience. This could include showing ads that are more relevant to their needs or tailoring content to suit them.

Investigate Emerging Technology Alternatives to Traditional Advertising Models

Survey respondents were split about whether they would pay more for an ad-free experience on the internet, despite whitelisting and ad blocking being so popular.

35 percent of ad-blocking consumers are not likely to pay for an ad-free internet experience. However, 40% believe they will.

Only 24% of respondents stated that they would not pay for the privilege to browse websites without ads.

Some publishers have already started to experiment with paid ad-free browsing. Salon magazine launched timed access to ad-free content in 2018 at 50 cents per hour.

Salon Premium is an optional option. However, readers can still access Salon content via ads. Premium promises to not track any personal data or information other than the name and email address of the reader.

Web browser Brave compensates for its built-in ad blocking with “Brave Reward,” optional payments that enable users to support publishers whose work is valuable.

Brave Rewards uses the Basic Attention token as a payment to support publishers on a blockchain-based advertising platform. Basic Attention Tokens can be purchased either by direct payments or through non-invasive ads. Publishers can also receive the Tokens.

In the browser’s toolbar, you can see how many tokens an individual has.

This form of advertising may not become mainstream immediately, as tech-savvy users are still split on whether they want to pay for an ad-free experience.

Marc Heroux is the marketing manager at Alert Labs. Alert Labs sells intelligent sensors for homes, businesses, and offices. He is open to paying for an ad-free browsing experience if it is affordable.

Heroux stated that “just like I subscribed to Netflix, it’s my pleasure not to see ads.” “If my internet provider were to add $5 or so, I would not mind paying that fee if it allowed me to go to news sites and view news clips without the 30-second mandatory commercial.

Heroux would pay for an ad-free internet experience if it was affordable compared to the cost of his internet service provider.

Merckens, on the other hand, would not pay for ad-free browsing.

Merckens stated that he would rather pay for an ad-free internet than use a subscription service such as Patreon to support creators who do great work. There is enough content to last a thousand lives. It is important to support and cultivate the content you love.

Merckens would prefer to support content creators by themselves than pay a premium for the entire browsing experience.

Ad-blocking software may bring about changes in the traditional ad-supported internet model. Businesses should be aware of potential changes and adjust their revenue strategies accordingly.

Businesses must adapt to the changing landscape of online advertising

Online advertising has been transformed by the rise of ad-blocking technology. Although advertisers and businesses that rely on ad-supported advertising may be skeptical of this technology, the majority of people who use ad-blocking software will disable the extension (or “whitelist”) for web content.

This is because they are most likely to whitelist websites that don’t work unless their ad-blocking software is disabled. Although this tactic can drive users to other content sites, most users will leave a website that doesn’t function properly if it isn’t.

Whitelisting social media sites is a great way to get people to whitelist them. Social media ads are not intended to interrupt the user experience on that site.

Social media advertisements can also be customized. For a personalized browsing experience, people are more willing to provide feedback on ads via social media.

The biggest shift for advertisers could come in the form of a paid, ad-free internet model. However, people who use ad-blocking software are divided on whether they are willing to pay for the ability to browse websites without ads.