Ad Blocking Is an (Unexpectedly) Big Issue in China
There hasn’t been a lot of attention paid to ad blocking in China, leading many to assume it isn’t a big issue yet. But new research suggests that perception is wrong.
A study by Omnicom’s PHD in China found that about 10% to 12% of ads delivered to personal computers are being blocked, said Lars Bjorge, chief digital officer of PHD in greater China. The number is lower on mobile devices, at 3% to 3.5%, he said. That’s because mobile advertising is focused on apps, where ad blocking is much harder than in browsers.
“What we are seeing is a higher degree of awareness of ad blocking than what was previously thought,” Mr. Bjorge said. “The browsers people use to a large extent have ad blocking capabilities in them.”
