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AD BLOCKING
a battle between consumers and companies
B Y K I E N A N M C L E L L A N
Ad blockers are software that
Make advertisements disappear
From webpages
Why this is
Problematic
without
ADVERTISEMENTVIEWS	
there is less
BRANDEXPOSURE	
which leads to
LOWERREVENUES	
Viktor Hanacek
UNLESS BUSINESSES ADAPT
consumerswillcontinuetoignoreonlineads
TO FIX THIS ISSUE,
businessesneedtomakeconsumersWANTtoseeads.
AD BLOCK
> U.S. Usage statistics <
Viktor Hanacek
2015
16%
OF USERS AD BLOCKED
2016
18%
OF USERS AD BLOCKED
1
2
THE PROBLEM FOR
BUSINESSES:
CONSUMERS WON’T CHANGE
under this system
Consumers have negative reactions to
advertising out of context.
Chuck Townsend
3
Viktor Hanacek
MICHAEL Rosenwald
Readers hate online ads, most users are
unwilling to subscribe online, and few would pay
to make ads go away.4
The legal cases against
companies like AdBlock are
GROUNDLESS
with no support as of yet
from judicial systems 5
Legality
Argument
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
HOW SHOULD BUSINESSES ADAPT?
Businesses must move from
INTERRUPTION
MARKETING
PERMISSION
MARKETINGTO
SETH GODIN
6
Viktor Hanacek
Brand as a
Publisher
Content that stands on
its own merits as
Entertainment,
Storytelling,
Education
will be shared and
passed along
	
6
MAKE ADVERTISEMENTS
THAT PEOPLE
WANT TO CONSUME
7
EXAMPLE: REDBULL
“It sells a lifestyle, a story”- Catherine toole
6
But
With
less
creative
resources...
Firms may resort to less
agreeable and less
ethical advertising
methods to make up for
lost brand attention.
WHETHER ETHICAL
OR UNETHICAL,
NATIVE
ADVERTISING	
WILL CONTINUE TO
BE A VIABLE PROMO
TECHNIQUE 8
Christopher Pluta
Inaworldwherecustomerscan
Choose
Businesseshave
tomakethem
Choose
Toignoreadvertisements
To pay
Attention
Viktor Hanacek
Bibliography
1
2
3
4
5
6
7
8
Pagefair.	"The	Cost	of	Ad	Blocking."	PageFair	and		
Adobe	2015	Ad	Blocking	Report	(2015):	1-17.	Pagefair.	
Pagefair	&	Adobe,	10	Aug.	2015.	Web.	1	Mar.	2017.	
Pagefair.	"The	State	of	the	Blocked	Web."	2017	Global	
Adblock	Report	(2017):	1-20.	Pagefair.	Pagefair	&	
Adobe,	1	Feb.	2017.	Web.	1	Mar.	2017.	
Crain,	Rance.	"Chuck	Townsend	Has	an	Answer	for	the	
Ad-Blocking	Conundrum."	AdverTsing	Age.	N.p.,	02	
May	2016.	Web.	03	Mar.	2017.	
Rosenwald,	Michael.	"The	Digital	Media	Industry	
Needs	to	React	to	Ad	Blockers	…	or	Else."	Columbia	
Journalism	Review.	N.p.,	30	Sept.	30.	Web.	03	Mar.	
2017.	
Jackson,	Jasper.	"Adblock	Plus	Wins	Another	Legal	
Ba]le	with	German	Publishers."	The	Guardian.	
Guardian	News	and	Media,	30	Mar.	2016.	Web.	03	
Mar.	2017.	
Toole,	Catherine.	"Brands	as	Publishers:	Inside	the	
Content	MarkeTng	Trend."	Ge]y	Curve.	Ge]y	
Images,	1	Jan.	2015.	Web.	03	Mar.	2017.	
Matrix,	Sidneyeve.	"Module	2	Lecture	Slides."	OnQ.	
Web.	1	Mar.	2017.	
Campbell,	Colin,	and	Lawrence	J.	Marks.	"Good	
NaTve	AdverTsing	Isn't	a	Secret."	Business	Horizons	
58.6	(2015):	599-606.	Science	Direct.	30	Nov.	2015.	
Web.	1	Mar.	2017.

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