Consumers are overwhelmed. They are increasingly installing ad blockers and ad filters to stifle the “noise” from their online experiences. However, just because a potential consumer has installed ad filtering software, it doesn’t mean they aren’t receptive to particular campaigns.
Recently, MAGNA and ad-filtering technology company eyeo conducted a study of nearly 1,300 online users and found that consumers who use ad-filtering software are more likely to influence purchase decisions than those who don’t use filters due to a decluttered environment that promotes improved recall and positive brand associations. Further, ads on low-cluttered pages are more cost efficient, driving a higher return on ad spending.