MORE THAN 8 IN 10 CONSUMERS TRY TO AVOID ADS

Summary from the TLDR Marketing newsletter

A survey by Gartner found that 81% of consumers in the US try to tune out ads and 52% actively block them through ad-free subscriptions, VPNs, or ad blockers. The backlash is strongest among younger audiences, with 24% of Gen Z saying retargeted ads negatively impact their perception of the advertised brand compared to 18% of Millennials and 16% of older cohorts. Sponsored content and non-intrusive formats generate significantly less negative sentiment than pop-ups or unskippable placements.