Article

Tom Cella
Tom Cella 2 September 2015
Categories

What Is Behind The Rise Of The Ad Blockers?

The use of Ad blockers increased 41% YoY in Q2 of this year, with an estimated 12 million people now blocking ads in the UK.

The unprecedented growth of Ad blocking software online is becoming more than just an irritant within media and advertising circles. In fact the use of Ad blockers increased 41% YoY in Q2 of this year, with an estimated 12 million people now blocking ads in the UK.

 

The growing problem throws up all sorts of issues including user privacy, advertising quality and whether the entire ad-funded model is under threat for publishers. Clearly it’s an issue that isn’t going away. So what is driving the behaviour? And what can be done about it?

For people who are downloading Ad blockers, many aren’t aware of the wider consequences of their actions. A recent IAB study discovered just this – 56% of people who blocked ads didn’t realise that it meant lost revenue for website owners. The worrying thing is that the same survey found that people were no more likely to stop using the software once they were told that their free content was funded by the ads they are served. Most people just want to have their cake and eat it; get free content without having to see ads at all. The question to ask is - would ad blockers be as popular if ads were more relevant for people online?

Personalisation is arguably at the centre of the debate. We’ve all experienced that item that we browsed for once, subsequently following us around the web for days after – which can be a bit obtrusive. But personalisation can be really cool – walking around the town centre and getting unique ads and offers sent through to your mobile is something consumers have readily accepted. It’s a tough one to call – is it up to the advertisers and publishers to make advertising more interesting? Or would people block ads anyway in an effort to get to their content quickly, easily and for free? Research suggests the latter - 66% of people would prefer to have both free content and no ads.

Concerns over privacy are an often-quoted reason for Ad blocking; many people don’t like the thought of their personal info – what they’ve been looking at, what their interests are, where they are browsing from – to be known by advertisers. So it’s hard to say whether more relevant ads would increase or decrease the use of Ad blockers.

It’s tricky to imagine a world where people have to pay to access the content they are currently getting for free. But the damaging effect of Ad blockers on the industry needs to stop. So it seems there need to be steps taken from all sides to nip this in the bud. People blocking ads need to realise that they can’t have both free content and block ads simultaneously and publishers need to make clear the damage Ad blocking is doing to the industry.

Perhaps when the abundance of free content we consume really comes under threat, and creativity in online advertising becomes more established, the growth in the use of Ad blockers will start to reverse.

 

Original Article

 

Find out more on the future of Culture at our DLUK - Trends Briefing on the 24th September 2015

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
14 Amazing Examples Of Brands Killing It With Facebook Ads

14 Amazing Examples Of Brands Killing It With Facebook Ads

How do you design the perfect Facebook ad that converts? A lot of people will start throwing money at Facebook, but not see any success. This comes either because they don’t have a proper strategy for their Facebook ads or their ads are not well designed. But for those brands which have a good strategy and work hard to test and refine their advertising, Facebook ads can generate huge profits. And we’ve found 14 of such examples.

Luisana Cartay
Luisana Cartay 11 December 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more