MICHAEL SUMMERGRADCOM 60012 /16 /15

Ad Blocking

Overview

No matter where we go on the Internet, we cannot escape advertisements YouTube, Facebook, News Outlets, etc.

In the past few years, there has been an exponential rise in Ad Blocking software with 40 million users in 2013 to 200 million today (Crichton, 2015)

Consumers are becoming more aware of the tactics used by these agencies to gather data, and want to cutoff the gathering of personal information (Ha, 2015)

Out With the Old

https://youtu.be/9iL8pGHgBjUAd blocking prevents banner ads, flash ads,

text ads, and many other forms of advertisements from being shown (AdBlock, 2015)

Consumers are fed up with the amount of ads especially on desktop and mobile devices (Johnson, 2015)

This is forcing marketers to figure out new ways for their content to be seen by their target audience

Question

“If we block every ad there is, there will be no content” –Lisa Valentino, Conde Nast

Do you agree with this statement. If so, then do we actually need Ad-Block as a natural filter?

In With the New

There have been multiple new marketing tools introduced to help continue monetization in an AdBlock world (Baker, 2015) Sponsored Ads Native Ads “Freemium Model”

Sponsored Ads

This is without a doubt one of the more frequent ways advertisers have begun to reach consumers

Twitter and Facebook have built in systems to allow content creators to buy ad space, thus cutting out the middleman

Another big trend is for brands to pay personalities with big followings to endorse a product

Native Ads

Another example of how companies are finding ways to attract users to their content without overtly stating it is advertising dollars at play (Baker)

Orange is the New Black NY Times (Deizel, 2014( The show sponsored an article regarding incarcerated

women, the same topic that the show is about By sponsoring content in the general field of the show,

Netflix attempted to drive readers of the article to watch the show

This piece was in the top 2% of all pieces read on NY Times during that year (Vinderslev, 2015)

“Freemium”

The two-tiered system of free with ads and a premium service with no ads has become very popular

Two of the biggest services providing this are Spotify and Hulu, with YouTube beginning to dip their toes in the water

The Future

Recently, Apple allowed AdBlock on its iOS9 platform, thus causing a bit of stir in the industry

It will be necessary to watch the development of AdBlocking in the mobile territory as it becomes the main screen for accessing content

Food for thought: https://www.youtube.com/watch?v=PMXXEQ3oELM (Natividad, 2015)

References

Baker, L. (2015, October 29). 5 Ways to Monetize Your Website When Ad Blockers are Present [Editorial]. Retrieved December 8, 2015, from Small Business Trends website: http://smallbiztrends.com/2015/10/how-to-get-around-ad-blockers-monetize-website.html

Crichton, D. (2015, June 7). Adblocking And The End Of Big Advertising. Retrieved December 8, 2015, from TechCrunch website: http://techcrunch.com/2015/06/07/adblocking/

Deziel, M. (2014, June). Women Inmates: Why the Male Model Doesn't Work. Retrieved from The New York Times website: http://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html

Johnson, L., & Heine, C. (2015, October 25). We Brought Together the Major Players in the Ad Blocker War, and Here's What They Told Each Other A candid discussion of digital's hottest topic. Retrieved December 8, 2015, from Adweek website: http://www.adweek.com/news/advertising-branding/ heres-what-happens-when-ad-blockers-publishers-and-agencies-get-together-talk-about-you-know-what-1677

Ha, A. (2015, September 12). What We Talk About When We Talk About Ad Blocking. Retrieved December 8, 2015, from TechCrunch website:http://techcrunch.com/2015/09/12/raymond-carver-loved-ads/#.rmd6xk:RZYD

Natividad, A. (2015, December 7). How This Agency Used Ad Blockers to Recruit the Kind of Creatives It Wanted to Hire Embracing the problem instead of denying it. Retrieved December 8, 2015, from Adweek website: http://www.adweek.com/adfreak/how-agency-used-ad-blockers-recruit-kind-creatives-it-wanted-hire-168478

References

AdBlock. (2015, November 23). This is AdBlock [Video file]. Retrieved from https://www.youtube.com/watch?v=9iL8pGHgBjU

Vinderslev, A. (2015, May 8). New numbers: Native advertising created massive traffic for New York Times. Retrieved December 8, 2015, from Native Advertising Institute website:http://nativeadvertisinginstitute.com/blog/new-numbers-native-advertising-created-massive-traffic-for-new-york-times/