Online advertising is everywhere, but how do UK audiences respond to it compared to those in the US? From the impact of influencers to the types of ads people engage with the most, regional preferences reveal important insights into consumers’ ad preferences for marketers.
Adobe surveyed over 1,000 respondents to break down their preferences to show what works, what doesn’t, and how brands can tailor their ad strategies. Whether you’re targeting UK consumers exclusively or working across both markets, these findings offer practical guidance on crafting more engaging campaigns for your audiences.
- 64% of respondents are sceptical of influencer recommendations, yet 69% still buy products endorsed by influencers.
- People in the US (21%) are more than twice as likely as British people (10%) to trust influencer recommendations.
- People in the US are 66% more likely than Brits to engage with an emotional ad.
- One in four people in the US and nearly one in five Brits have purchased something immediately after seeing an ad for it.
- The primary reason both Brits (76%) and people in the US (67%) use ad blockers is to reduce pop-ups.
In the report you’ll find:
- Influencer engagement trends in the UK and US
- Which ads drive the most engagement?
- Why do people use and turn off ad blockers?
- Effective advertising strategies for the UK
It should come as no surprise to learn that the top ad preferences are for video format (79%), followed by followed by social media stories (40%) and that the ad tones that most engage is humorous content (58%). Regardless of format, nearly one in five Brits (18%) made an immediate purchase after seeing an online ad, as did one in four people in the US.
You can read the full report on the Adobe Express blog.
