Animated, moving and autoplay are the most annoying ad formats: IAB
More than a quarter of desktop users and 15% of mobile users are turning to ad-blockers, according to the results of two experiments conducted by the Interactive Advertising Bureau (IAB). In an eye-tracking experiment and a survey, the IAB discovered that 32% of men, aged between 18 and 34 and 22% of women in the same age range were blocking ads, while 17% could start to use ad-blockers in the near future. Animated, moving and autoplay ads were found to be the most irritating, as well as ads which covered content.
The Interactive Advertising Bureau has been vocal about the ongoing ad-blocking war between publishers and blockers, and now it has data to back up its position.

According to a new IAB report, 26 percent of desktop users and 15 percent of mobile consumers use blockers to remove ads from publishers' websites. Roughly 32 percent of ad blockers across both groups are males between 18 and 34, and 22 percent are women of the same age.

In terms of people who aren't using ad blockers, 20 percent were convinced to stop using them because a blocker wiped out a publisher's content, for instance, or messages asked them to turn ad blocking off.