To beat ad-skipping, brands must deliver relevance and creativity.

A new Clutch survey finds that 93% of consumers actively skip ads, with a small percentage using ad blockers (2%).

Despite improvements in personalization and targeting, most ads still fail to capture attention. In fact, 55% of consumers skip ads when possible, and 37% ignore them entirely. Only 15% pay for ad-free services, suggesting that most people aren't avoiding ads by paying. They're simply tuning them out because the content isn't engaging.

“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.”

Personalization Gains Acceptance but Has Limits

Seventy-six percent of consumers see relevant ads monthly, and 47% are comfortable with personalized content. While personalization is accepted, relevance alone isn’t enough. To stand out, ads must be creative and engaging.

Social Media and Streaming Platforms Lead Exposure

Social media is the top channel for ad exposure, with 78% of consumers seeing ads on platforms like Instagram, TikTok, and Facebook. Websites (60%), video streaming (56%), and mobile apps (45%) also remain common. Audio and podcast ads are rising, reaching 33% of consumers.

Brands should align their platform strategy with evolving habits and invest in formats that feel native to each channel.

Creativity Is the Differentiator

Seventy-eight percent of consumers say entertaining or interactive ads capture their attention, while 63% respond to ads that are informative or inspirational.

“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 full report is available on Clutch.

About Clutch

Clutch empowers better business decisions as the leading global marketplace of B2B service providers. More than 1 million business leaders start at Clutch each month to read in-depth client interviews and discover trusted agency partners to meet their business needs. Clutch has been honored for the past eight consecutive years as an Inc. 5000 fastest-growing company and by the Washington Business Journal as one of the 50 fastest-growing private companies in the DC metro area for 2023.

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