If you believe ads are becoming more invasive, you’re not alone.
In a survey of US internet users by Kantar Millward Brown, 71% of respondents said that ads are more intrusive now than they were three years ago. A similar number indicated they’re seeing more ads overall, and even more agreed that ads are now appearing in more places.
Part of the reason people may feel like they’re seeing more ads is because they’re spending more time consuming media. eMarketer forecasts that US adults will spend an average of 12 hours, 5 minutes with major media this year, up from 11 hours, 52 minutes in 2015.
And not only are people spending more time with media, but the usage of second screens is increasing. We predict that 186 million US adults will, at least once per month, watch traditional TV while simultaneously using a digital device to browse the web in 2018. In 2015, by contrast, there were just 159 million simultaneous internet and TV users.