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Rakuten Marketing, a leading technology company that enables brands to increase sales through data-driven marketing, released its latest Rakuten Marketing Insights report. The report is titled Consumer Online Ad Sentiments: What Needs to Change About Online Advertising. The survey findings reveal global consumer attitudes about online advertising, including their annoyance with ad frequency and their desire for better ad personalization both of which contribute to the low tolerance of advertising that has cost $22 billion in revenue from ad blocking.

More than 2,500 global consumers responded to an online questionnaire distributed by third-party research company, Qualtircs. The survey was completed between April 17- April 21, 2017.

Rakuten Marketing is acting on these findings by launching a leadership movement to Save the Web. Through this initiative, Rakuten Marketing would help advertisers and publishers create positive ad experiences by providing insights, technology, and strategies that better reflect the relationships consumers want to have with their brands.

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Over the last 20 years, there have been manyinnovations in AdTech, but, according to the survey, most consumers believe online advertising has stayed static or gotten worse over time. The majority of consumers, 82 percent, also say that too much advertising interrupts their online experiences, particularly ads that pop-up and cover content, pre-roll video ads, and ads that are delivered through push notifications.

Tony Zito, CEO, Rakuten Marketing said, The findings from this research revealed important data on the current state of consumer sentiments about online advertising. Access to free content online is one of the most valuable propositions the internet offers, but the advertising that funds it needs to get better. At Rakuten Marketing, all of the investments we make are towards better understanding the advertising that meaningfully influences consumers, so we can improve overall performance, and solve this problem.

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Frequency is also an issue for consumers. 56 percent felt that a single brand was advertising to them too frequently. Perhaps most troubling is that 67 percent of consumers associate online advertising with other disruptive content, including fake news.

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40% Consumers Abandon Websites due to Bad Ad Experiences, says Rakuten Marketing Report - MarTech Series (press release) (blog)