Ad Blocking - Kienan McLellan

AD BLOCK ING

a battle between consumers and companies

B Y K I E N A N M C L E L L A N

Ad blockers are software that

Make advertisements disappear

From webpages

Why this is Problematic

w i t h o u t

ADVERTISEMENT VIEWSt h e r e i s l e s s

BRAND EXPOSUREw h i c h l e a d s t o

LOWER REVENUES

Viktor Hanacek

UNLESS BUSINESSES ADAPT consumers will continue to ignore online ads

TO FIX THIS ISSUE,

businesses need to make consumers WANT to see ads.

AD BLOCK > U.S. Usage statistics <

Viktor Hanacek

2015

1 6 %

O F U S E R S A D B L O C K E D

2016

1 8 %

O F U S E R S A D B L O C K E D

1

2

THE PROBLEM FOR BUSINESSES:

CONSUMERS WON’T CHANGE under this system

Consumers have negative reactions to advertising out of context.

C h u c k T o w n s e n d

3

Viktor Hanacek

M I C H A E L R o s e n w a l d

Readers hate online ads, most users are unwilling to subscribe online, and few would pay to make ads go away. 4

The legal cases against

companies like AdBlock are

GROUNDLESS

with no support as of yet

from judicial systems 5

Legality Argument

THIS IS ALSO BAD FOR CONSUMERS IN THE LONG RUN

Without advertising revenue,

“CONTENT WILL GO AWAY”

Bill Barokas

When advertisement views drop

“USERS ARE INADVERTANTLY PUTTING THEIR FAVOURITE

WEBSITES OUT OF BUSINESS”

Sean Blanchfield 4

4

HOW SHOULD BUSINESSES ADAPT?

Businesses must move from

INTERRUPTION MARKETING

PERMISSION MARKETING TO

SETH GODIN

6

Viktor Hanacek

Brand as a Publisher

Content that stands on its own merits as

Entertainment, Storytelling,

Education

will be shared and passed along

6

MAKE ADVERTISEMENTS

THAT PEOPLE

WANT TO CONSUME 7

EXAMPLE : RED BULL

“It sells a lifestyle, a story” - Catherine toole 6

But With less creative resources...

Firms may resort to less agreeable and less ethical advertising methods to make up for lost brand attention.

WHETHER ETHICAL OR UNETHICAL,

NATIVE ADVERTISING

WILL CONTINUE TO BE A VIABLE PROMO

TECHNIQUE 8

Christopher Pluta

In a world where customers can

Choose

Businesses have to make them

Choose

To ignore advertisements

To pay Attention

Viktor Hanacek

Bibliography

1

2

3

4

5

6

7

8

Pagefair."TheCostofAdBlocking."PageFairandAdobe2015AdBlockingReport(2015):1-17.Pagefair.Pagefair&Adobe,10Aug.2015.Web.1Mar.2017.

Pagefair."TheStateoftheBlockedWeb."2017GlobalAdblockReport(2017):1-20.Pagefair.Pagefair&Adobe,1Feb.2017.Web.1Mar.2017.

Crain,Rance."ChuckTownsendHasanAnswerfortheAd-BlockingConundrum."AdverTsingAge.N.p.,02May2016.Web.03Mar.2017.

Rosenwald,Michael."TheDigitalMediaIndustryNeedstoReacttoAdBlockers…orElse."ColumbiaJournalismReview.N.p.,30Sept.30.Web.03Mar.2017.

Jackson,Jasper."AdblockPlusWinsAnotherLegalBa]lewithGermanPublishers."TheGuardian.GuardianNewsandMedia,30Mar.2016.Web.03Mar.2017.

Toole,Catherine."BrandsasPublishers:InsidetheContentMarkeTngTrend."Ge]yCurve.Ge]yImages,1Jan.2015.Web.03Mar.2017.

Matrix,Sidneyeve."Module2LectureSlides."OnQ.Web.1Mar.2017.

Campbell,Colin,andLawrenceJ.Marks."GoodNaTveAdverTsingIsn'taSecret."BusinessHorizons58.6(2015):599-606.ScienceDirect.30Nov.2015.Web.1Mar.2017.