- Online ad blocking continues to accelerate. In 2010, 21 million users blocked online ads. Today, that number has increased nearly tenfold to nearly 200 million users.
- Trust in traditional paid advertising continues to decline. Consumer trust in direct advertising from brands hovers around 30 percent. People are more interested than ever in the opinions of experts and thought leaders and word of mouth continues to be among the most trusted sources of information about a brand. Brands are turning to others to tell their stories.
- Social media isn’t going anywhere. Facebook reports 8 billion daily views and more than 1.5 billion users. Americans’ use of social media has grown to nearly two hours per day. And a third of our time spent online is on social media networks. Brands are finding that the true power of social media is not in what they can communicate through their owned social channels, but what influential social media users spread to their networks of followers.
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