Ad Blocking - Kienan McLellan
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Transcript of Ad Blocking - Kienan McLellan
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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
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Ad blockers are software that
Make advertisements disappear
From webpages
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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
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UNLESS BUSINESSES ADAPT consumers will continue to ignore online ads
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TO FIX THIS ISSUE,
businesses need to make consumers WANT to see ads.
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AD BLOCK > U.S. Usage statistics <
Viktor Hanacek
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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
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THE PROBLEM FOR BUSINESSES:
CONSUMERS WON’T CHANGE under this system
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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
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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
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The legal cases against
companies like AdBlock are
GROUNDLESS
with no support as of yet
from judicial systems 5
Legality Argument
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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
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HOW SHOULD BUSINESSES ADAPT?
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Businesses must move from
INTERRUPTION MARKETING
PERMISSION MARKETING TO
SETH GODIN
6
Viktor Hanacek
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Brand as a Publisher
Content that stands on its own merits as
Entertainment, Storytelling,
Education
will be shared and passed along
6
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MAKE ADVERTISEMENTS
THAT PEOPLE
WANT TO CONSUME 7
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EXAMPLE : RED BULL
“It sells a lifestyle, a story” - Catherine toole 6
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But With less creative resources...
Firms may resort to less agreeable and less ethical advertising methods to make up for lost brand attention.
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WHETHER ETHICAL OR UNETHICAL,
NATIVE ADVERTISING
WILL CONTINUE TO BE A VIABLE PROMO
TECHNIQUE 8
Christopher Pluta
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In a world where customers can
Choose
Businesses have to make them
Choose
To ignore advertisements
To pay Attention
Viktor Hanacek
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Bibliography
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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.