Ad Blockers: Why one in four users uses them

George Anagnostopoulos CEO @ Socialab

AD BLOCKERS: WHY DOES ONE IN FOUR USERS USE THEM?

@suitGR

Digital Marketing experience of 14 years behind this presentation

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The video for the #1 plugin: Ad Blocker Plus

Probably the biggest Ad Blocker in history, since it does not play Flash files.

WTF

Maybe you’ve not really heard about Ad Blockers because it’s a taboo subject within the industry. It will probaby break the news big time in 2014, because it’s an issue that sells. And traditional media will not want to leave the opportunity to hit back to digital media. So please, do not panic when you hear about them.

Taboo

It’s not something new. TV has already had Ad Blocking thanks to DVRs. TiVo, the mighty DVR, has an ad-skipping feature. But, they won’t mention it on their website for reasons of plausible deniability in case of lawsuits.

Old stuff

One in four users, they say. My experience in Greece says that we are laggers in adopting Ad Blockers and less than 5% of the Internet population are using them. Even though installation is a breeze, Ad Blockers are mostly installed by Internet-savvy users, in my opinion.

Limited userbase

Who loses? Brands who advertise on publishers who either offer aggressive formats or who do not track advertising performance. Unlike them, Facebook tracks Ads CTR among thousands of other things to ensure a good user experience. Plus most advertisers use the CPC model on Facebook, so they don’t really lose out on their results.

Facebook is safe

The Web

RULES 5

YOU DO NOT

ABOUT TALK FIGHT CLUB

1

TREAT YOUR

AS AUDIENCE

KING 1

SPREAD

IDEAS AND MOVE PEOPLE

2

BLAH

BLAH

BLAH BLAH

BLAH BLAH

BLAH

HELP

SEE WHAT YOU

SAYING

THEM

ARE

3

DESIGN BEAUTIFUL CAMPAIGNS ENGAGEMENT

4

CULTIVATE

HEALTHY RELATIONSHIPS

5

MEASURE

MEASURE

MEASURE!

ADJUST

ADJUST

ADJUST!

SUCCEED

SUCCEED

SUCCEED!

PLAN

PLAN

socialab.gr

Business

Ad Blockers: Why one in four users uses them