Ad blocking could be a more serious issue than we first thought, with recent figures revealing some startling trends.
The IAB conducted a survey of the British internet population that reveals one in five online adults have downloaded ad blocking software at some point. Most concerning is the fact that the proportion increases among younger age groups. 43% of 18-24 year olds surveyed admitted to downloading the software with 79% of those currently using it. These are big numbers and should the trend continue it represents a significant obstacle for digital advertisers already looking over their shoulder with trepidation at EU data policy reforms.
More importantly it represents a challenge for publishers that rely on advertising revenue to provide free and readily accessible content. If this trend continues then free content that the public has so long taken for granted, may no longer remain free. Tellingly, the IAB survey also reveals that 56% of the online population weren’t aware that ad blocking prevented website owners from earning revenue.
Some publishers have therefore taken the initiative and begun informing ad block users of the potential damage they’re doing to their own internet experience. The Guardian has taken a typical softly, softly approach, detecting ad block users and asking them to contribute to the running of the outlet with a voluntary subscription. Of course, if the problem was to grow in the future we might see fewer requests for donations and more paywalls. ITV has taken a more hard-line stance and prevented ad block users from accessing any content, providing them with an explanation as to why.
It’s clear an education piece is needed and this is something the IAB is looking at. But the number one reason cited for ad block usage reveals there is much work to be done by advertisers and media. 73% of those surveyed said they used ad block software because they found ads interruptive. What they probably mean is that they find bad ads interruptive. Good advertising shouldn’t appear interruptive to potential consumers – it should be a seamless distraction at worst. At best, advertising should be a positive experience and with better targeting options than ever we have more opportunity to create relevant, non-interruptive messages.
From media ad formats through to planning and creative, we all need to do better. People can, and still do, love advertising – over 100,000 views of Sky Sport’s new Premier League ad on YouTube is testimony to that. We need to make sure we continue to create those positive experiences.
By Adam Chugg, the7stars.
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