The ARF held an event on Ad Blocking on February 7, 2017 at at our office. Here are some key insights and takeaways from some of the speakers:
- In the USA, about 18% use blocking (50 million people) – Dr. Johnny Ryan
- Reasons why individuals use ad blockers: security, because ads obscure the content, to save bandwidth, and privacy. And because they can. – Dr. Johnny Ryan
- A Page Fair survey found 77% of Ad Blockers “are willing” to view ads (under conditions) But they also feel they have legitimate grievances and want to see efforts to “fix the problems” – Dr. Johnny Ryan
- Despite the rise in ad blocking, consumers are receptive to certain ads – Pamela Marsh, Ph.D. and Priscilla Aydin
- Advertisers should listen to consumers’ preferences for certain ad content/formats, and leverage this information to develop creative that resonates with them
– Pamela Marsh, Ph.D. and Priscilla Aydin - Publishers have a responsibility to improve the perceived value exchange with consumers
– Pamela Marsh, Ph.D. and Priscilla Aydin - “…a recent report from the World Federation of Advertisers that points to bot traffic as the second-largest market for criminal organizations, just behind drug trafficking.” – Christina Flint
You can access the slides and videos from this event, by clicking here and using your myARF login and password.