A recent survey of U.S. Internet users, as cited by eMarketer, indicates that 71 percent of users believe "ads are more intrusive than they were three years ago." In addition, 74 percent said "I see more ads now," and 79 percent agreed that "ads are appearing in more places now."
There is at least one good reason consumers are more sensitive to advertising -- they are spending a lot more time with media. Not only that, consumers are increasing "second screen usage." eMarketer believes that 186 million people will watch traditional television while simultaneously browsing online with a digital device at least once per month during 2018.
The sensitivity to advertising could be a warning sign to marketers. Almost one-third of consumers will likely use an ad blocker this year. That means marketers will have to find other ways, such as sponsored content, to break through to consumers.
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