Interviews, insight & analysis on digital media & marketing

Ad filterers are avid purchasers of digital content

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By Otilia Otlacan, Head of Operations, AAX

Ad filterers, the segment of the population defined by the GlobalWebIndex (GWI) as “users who have blocked ads in the past month but discover brands or products through ads seen online and have clicked on an online ad in the past month,” are huge fans of purchasing media. It doesn’t matter whether the media is learning materials, study programs, online magazines, or news services: ad filterers are buying it.

When it comes to digital content, ad filterers are spending three times as much as non- ad blocking users.
But what’s behind the desire for so much, and such a variety, of digital content?

Well, for one thing: purchasing digital content fits the profile of the average ad filterer. This individual is, generally speaking, affluent, well-educated, and spends time interacting and engaging online. Purchasing premium content at extra costs fits right into this bundle of traits.

Not only that, but ad filterers tend to channel their wealth towards making purchases after seeing ads (and they do this more often than non- ad blocking users!). So naturally some of that spending would go towards digital paid content.
And, given that ad filterers are more studious than average, purchasing learning materials makes sense. So does the purchase of digital news content: ad filterers are known for being current events aficionados. Not only that, but subscriptions of all sorts are purchased at higher rates by people with more education—again, a key attribute of the average ad filterer.

There’s also the matter of engagement and interactivity. Being an interactive participant of the online sphere doesn’t begin and end with brand loyalty or social media presence—studies show that individuals who are highly engaged in a single aspect of their online existence tend to show higher levels of engagement across other areas. So an ad filterer who gets excited enough about media to purchase paid content is driven by the same kind of excitement and curiosity that prompts them to follow their favorite brands social media accounts.

There’s also priority. Ad blocking users, as we discovered in our previous study, tend to be invested in being well-informed about a range of subjects. Nearly 73% of respondents agreed that it was important to be well-informed. These users, always looking for the next piece of informative content, are perfect examples of the kind of individual that would prioritize paying for content in order to obtain more info. Ad filterers, who make up 90% of ad blocking users, can be counted among this information-hungry group.

If you’re hungry for more information concerning ad filterers and what they prioritize and, yes, purchase, check out our recent study “Ad Filterers Online: Purchasing Habits and Media Consumption In The USA.” We compiled the report, which is available for free download, after consulting the data collected by GWI on internet behavior. Have a look here.

This is part three in a series of articles on ad filtering. Read part one is here, part two here, and part three here.

 

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