A new Clutch survey highlights a critical challenge for advertisers: 93% of consumers actively skip or ignore ads, with only 2% using ad blockers. This trend underscores the need for brands to rethink strategies and focus on engaging, creative content to capture attention in a crowded digital landscape.
The Clutch survey reveals a stark reality: 93% of consumers either skip (55%) or completely ignore (37%) advertisements, with a mere 2% relying on ad blockers. Despite advances in ad personalization, engagement remains low, as only 15% opt for ad-free subscriptions. This indicates that avoidance stems not from paid solutions but from a lack of compelling content, pushing brands to innovate.
While 76% of consumers encounter relevant ads monthly and 47% accept personalized content, relevance alone fails to captivate. The survey emphasizes that ads must go beyond targeting to incorporate creativity and interactivity to stand out. Brands that fail to spark interest risk being overlooked in an oversaturated market.
“Ad skipping is the default,” said Anna Peck, who leads marketing content at Clutch. “To stay relevant, brands must go beyond standard targeting and focus on creative, engaging content.”
Social media platforms like Instagram, TikTok, and Facebook lead ad exposure, reaching 78% of consumers, followed by websites (60%), video streaming services (56%), and mobile apps (45%). Audio and podcast ads are gaining traction, engaging 33% of audiences. To maximize impact, brands must tailor content to feel native to these platforms, aligning with shifting consumer behaviors.
Consumers respond strongly to ads that entertain or engage, with 78% citing entertaining or interactive formats as attention-grabbing. Additionally, 63% are drawn to informative or inspirational ads. These findings highlight the need for brands to craft ads that evoke emotion or encourage participation to cut through the noise.
“Ads that spark emotion or invite participation stand out in today’s crowded landscape,” said Peck. “Brands that treat ads like content people want to engage with will see better results.”
The survey signals a pivotal moment for advertisers to shift from traditional targeting to creative storytelling. By investing in formats that resonate emotionally and align with platform-specific habits, brands can transform ads into content consumers choose to engage with, driving better outcomes in an ad-saturated world.
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