Why Ad Blockers Are Fantastic News For The Advertising Industry!

Why Ad Blockers Are Fantastic News For The Advertising Industry!
SHARE
THIS



Rather than fear them, Adland should embrace ad blocking technology says Mike Hill and Dan Hitchcock in this combined opinion piece. Hill and Hitchcock – both from Sydney digital agency Holler – argue that (bad) banner ads have become so annoying that the technology’s inevitable.

B&T’s article last week reported that global usage of ad-blockers is set to climb over the 200 million mark.

According to a study from Adobe and Software Company Page Fair, this figure represents nearly $40 billion in lost revenue.That’s a very large drop in the advertising ocean. Enough to push Adland into a state of mild hysteria.

In Australia there are almost 4 million ad-blocker users, a figure that surpasses the number of Twitter users in the country. These numbers are inevitably set to surge with confirmation that Apple’s IOS 9 will allow ad-blocking apps on its devices.

So are we going to dust off our pitchforks and wage war against those evil ad-blockers, who have the audacity to assist those who don’t want their browsing experience routinely invaded by pop-up ads?

Well, no

We all knew this day would come. Most of us are surprised it didn’t come sooner.

Our own industry has actually created ad blockers in the past—a nice effort by D&AD, which replaced rubbish ads with award-winning ones (oh the irony of blocking our own ads just to watch someone else’s).

Although we’re not quite doing cartwheels across the office at the news of banner ad’s impending demise, we can all probably admit that this is a step in the right direction for digital advertising.

Why? Because banner ads are annoying. We know it, and so does everyone else.

Consumers have grown increasingly tired of being subjected to a deluge of random or, even worse, targeted shitty ads that invade their screens and generally impinge on their browsing experience.

Ad blockers are the rational response, a silent protest by those who want to make their own choices about the information that they view online.

At recent innovation festival US Vlogger Casey Neistat neatly summed up the prevailing sentiment, “I f**king hate ads.”

It’s clear need to come up with a new way to tell stories and sell products that doesn’t annoy people. Just like we have always tried to do.

Neistat himself makes ads (under the guise of native content). His recent video for Nike, “Make It Count,” has received over 14 million views. He doesn’t really hate ads…he just hates the bad ones.

We in advertising are seemingly faced with two options: to prolong the life of banner ads or to acknowledge their time has come. Some in the industry will opt to play a game of ad-blocking cat and mouse, which will eventually prove an impossible task.

The second and most plausible option is that digital advertisers will be forced to produce better, more thought-provoking content in a different channel.

Digital publishers will move away from the monotonous age of the banner ad, and throw their energy and resources into something else.

Interestingly, the real problem here will be for Neistat and his fellow content creators. The very people who “f**king hate [bad] ads” are often supported by them, heavily reliant on impressions from pop-up banner ads to generate revenue from their blog, vlog or whatever else they’ve got going on.

The gap in the digital ecosystem left by banner ads can’t and won’t be filled by open briefs from Nike. Without banner ads, some content creators will go hungry and others will starve. Not Neistat, but someone.

Meanwhile, advertising will do what it always has: adapt and move to greener pastures…and create better experiences in the process. At least that’s what we intend to do.

 

Please login with linkedin to comment

Designworks Podcasting

Latest News

Image lead story OMD Crowned Cocktail Kings In Blis Golden Shaker Grand Final
  • Advertising
  • Media
  • Technology

OMD Crowned Cocktail Kings In Blis Golden Shaker Grand Final

Happy hour will be taken to the next level at OMD’s offices from now on, after the media agency was crowned the industry’s cocktail-making champions by Blis last Friday night. OMD was up against UM, Blue 449, M2M, 303 MullenLowe, PHD and Initiative in the Blis Golden Shaker Grand Final, and while not having tasted […]

by B&T Magazine

B&T Magazine
The Future Is Here: China Debuts AI News Anchor
  • Media
  • Technology

The Future Is Here: China Debuts AI News Anchor

Who said robots and artificial intelligence (AI) would steal jobs from hard-working humans? Quite a few people actually, and they weren’t wrong. A new AI bot has taken over the desk at China’s state-run Xinhua news network, with footage circulating of a nameless robotic anchor introducing itself and touting its ability to “work tirelessly” for […]

Leadership Transformation – What Does It Really Take?
  • Opinion

Leadership Transformation – What Does It Really Take?

Peter Shields (pictured below) is a transformational executive coach specialising in leadership transformation and author of the book Leadership Alchemy. In this guest post, Shields talks effective leadership and offers his tips on getting your style right… Effective leadership is vital to the success of any organisation. A well-led business knows where it’s going and what […]

Opinion

by B&T Magazine

B&T Magazine
Network 10 Announced As The First Inductee To The Unltd: Hall Of Good
  • Media

Network 10 Announced As The First Inductee To The Unltd: Hall Of Good

UnLtd, our industry’s social purpose organisation, has announced Network 10 as the first inductee to the UnLtd: Hall of Good at the inaugural Big Dream event last night. The newly launched recognition award cannot be applied for and is earned through a demonstratable and impactful commitment to doing good. UnLtd CEO Chris Freel commented: “We […]

Bacardí & OMD Launch ‘Do What Moves You’ In Time For Summer
  • Campaigns

Bacardí & OMD Launch ‘Do What Moves You’ In Time For Summer

In partnership with OMD, BACARDÍ has launched a brand new campaign inspiring people to ‘Do What Moves You’ via a dance-inspired creative to a track by DJ trio, Major Lazer and choreographed by dance legends, Rich&Tone. ‘Do What Moves You’ is a cheeky play on both the physical freedom of letting go, moving and dancing and also […]

RAMS Encourages First Home Buyers To ‘Walk Like a RAM’ In New Spot Via Richards Rose
  • Advertising
  • Campaigns

RAMS Encourages First Home Buyers To ‘Walk Like a RAM’ In New Spot Via Richards Rose

Home loan specialists RAMS have developed another phase for its ‘Greater Together’ brand strategy and platform via indie agency Richards Rose. The brief from RAMS was to build on the strong performance of the past work, but elevate the emotional intensity of the brand amongst first home buyers and self-employed, and really drive home a […]

WWF-Australia & Publicis Media Debut ‘Koala Museum’
  • Campaigns
  • Media

WWF-Australia & Publicis Media Debut ‘Koala Museum’

Publicis Media’s Content division has developed a unique activation in collaboration with Starcom, Habitat Media and WWF-Australia that gives Sydneysiders the chance to experience what a future without koalas in the wild could be like. The activation aims to raise awareness and encourage action on excessive tree-clearing now to ensure a future for the iconic […]

Pernod Ricard Wines Taps Cummins&Partners Sydney As Global Lead Strategic Agency
  • Media

Pernod Ricard Wines Taps Cummins&Partners Sydney As Global Lead Strategic Agency

Cummins&Partners Sydney has been appointed as the Lead Strategic Agency for Pernod Ricard Wine, specifically focused on Australian brands, As part of a new global agency structure. Global duties will begin immediately on three of its Australian Wine Brands including Jacob’s Creek, St Hugo and I AM GEORGE. Cummins&Partners Sydney MD Kirsty Muddle said: “We […]

Remarkable Marketers: Meet Mars Food’s Matt McInnes
  • Marketing
  • Partner Content

Remarkable Marketers: Meet Mars Food’s Matt McInnes

There are some pretty remarkable people in our industry, each offering their own unique perspective to adland. While we spend so much time learning about our peers’ career highlights, B&T thought it high time to dig a little deeper, and find out what makes the shining stars of our industry tick and, at times, tock. […]

Partner Content

by Carat

72andSunny Sydney Announces String Of New Hires
  • Advertising

72andSunny Sydney Announces String Of New Hires

Following the recent executive creative director hire, Micah Walker, and new business wins of Optus, Paspaley and Vision Investment Group (VIG), 72andSunny Sydney has welcomed a number of key hires. The new hires include: Greg Fyson, executive producer: Fryson comes to 72andSunny with 15 years’ industry experience. Carving out his career as a TV Producer at BMF, Fryson […]