As Ad Annoyance Rises, Marketers Should Reduce Intrusion, Earn Attention with Value, and Align Creative to Consumer Content Preferences.
Consumers are not only tuning out, they are also actively resisting ad exposure. A Gartner survey of 1,539 U.S. consumers conducted in October 2025 found that about half (52%) of adult consumers report taking steps to actively block ads, including paying for ad-free content and using VPNs or ad blockers.
In a separate Gartner survey of 4,038 respondents conducted in August and September 2025, 43% of consumers said they do everything they can to avoid and block ads. Together, these behaviors signal a backlash against advertising experiences perceived as intrusive, repetitive, or low-value.
“Marketers should assume consumers are actively defending their attention,” said Emily Weiss, Senior Principal Analyst in the Gartner Marketing practice. “When 81% of consumers are trying to tune out ads, the cost of interruption is higher than ever. Brands need to prioritize ad experiences that feel respectful, relevant, and creative while delivering clear value, whether that is utility, education, or a genuinely positive moment.”
“The brands that respect attention will be the brands consumers remember.” — Emily Weiss, Senior Principal Analyst
The backlash is especially pronounced among younger audiences. Twenty-four percent of Gen Z consumers said retargeted ads negatively impact their perception of the brand being advertised, compared with 18% of Millennials and 16% of Gen X and Boomer audiences.
“To reduce backlash and improve effectiveness, marketers should design for the consumer’s experience first,” advised Weiss. “That means limiting intrusive and unskippable formats, managing frequency to avoid overexposure, and investing in creative that earns attention rather than forcing it. Marketers should also tailor messages to be concise and relevant, and align content to what consumers increasingly want from their media, including positive and educational experiences.
“Looking ahead, Gartner predicts that by 2027, reliance on retargeted ads will become a primary driver of negative brand perception among Gen Z, prompting leading brands to shift paid media investment toward opt-in and embedded advertising experiences. The brands that respect attention will be the brands consumers remember.”
