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76% of marketers see benefits of adblocking

25th Jan 2017
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Marketers believe that adblocking will pave the way for a new wave of creativity in their profession, the results of a Chartered Institute of Marketing (CIM) study have found.

76% feel adblocking will encourage future innovation, although 38% said it could lead to a decline in online marketing.    

When looking at priorities for the year ahead, personalisation (42%), data-driven marketing (37%) and influencer marketing (31%) top the list, as marketing departments budgets continue to shift their focus away from more traditional on and offline advertising methods.   

And new technology continues to pique marketers’ interests, with chatbots, augmented reality and virtual reality all set to receive an increased focus this year, respondents stated.

16.6% of the UK population used adblocking tools in 2016, and this is set to increase to over 22% in 2017.        

Many people view adblocking tools as detrimental to online publishing, citing a potential $22 billion annual shortfall in advertising revenue as proof.

“Marketers are naturally skilled when it comes to embracing change and new technologies, and they have a natural thirst for creativity,” said Chris Daly, Chief Executive of the Chartered Institute of Marketing.

“So it was positive to see the majority of respondents rising to the challenge of ad-blocking. It was also encouraging to see that whilst marketers are starting to look at new technologies like chatbots and VR, the fundamental skills of their profession in terms of delivering more personalised, targeted and influential campaigns, still sit at the core of marketers’ everyday life.”          


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