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Ad Blocking - Kienan McLellan

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Ad Blocking - Kienan McLellan

  1. 1. AD BLOCKING a battle between consumers and companies B Y K I E N A N M C L E L L A N
  2. 2. Ad blockers are software that Make advertisements disappear From webpages
  3. 3. Why this is Problematic without ADVERTISEMENTVIEWS there is less BRANDEXPOSURE which leads to LOWERREVENUES Viktor Hanacek
  4. 4. UNLESS BUSINESSES ADAPT consumerswillcontinuetoignoreonlineads
  5. 5. TO FIX THIS ISSUE, businessesneedtomakeconsumersWANTtoseeads.
  6. 6. AD BLOCK > U.S. Usage statistics < Viktor Hanacek
  7. 7. 2015 16% OF USERS AD BLOCKED 2016 18% OF USERS AD BLOCKED 1 2
  8. 8. THE PROBLEM FOR BUSINESSES: CONSUMERS WON’T CHANGE under this system
  9. 9. Consumers have negative reactions to advertising out of context. Chuck Townsend 3 Viktor Hanacek
  10. 10. MICHAEL Rosenwald Readers hate online ads, most users are unwilling to subscribe online, and few would pay to make ads go away.4
  11. 11. The legal cases against companies like AdBlock are GROUNDLESS with no support as of yet from judicial systems 5 Legality Argument
  12. 12. 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
  13. 13. HOW SHOULD BUSINESSES ADAPT?
  14. 14. Businesses must move from INTERRUPTION MARKETING PERMISSION MARKETINGTO SETH GODIN 6 Viktor Hanacek
  15. 15. Brand as a Publisher Content that stands on its own merits as Entertainment, Storytelling, Education will be shared and passed along 6
  16. 16. MAKE ADVERTISEMENTS THAT PEOPLE WANT TO CONSUME 7
  17. 17. EXAMPLE: REDBULL “It sells a lifestyle, a story”- Catherine toole 6
  18. 18. But With less creative resources... Firms may resort to less agreeable and less ethical advertising methods to make up for lost brand attention.
  19. 19. WHETHER ETHICAL OR UNETHICAL, NATIVE ADVERTISING WILL CONTINUE TO BE A VIABLE PROMO TECHNIQUE 8 Christopher Pluta
  20. 20. Inaworldwherecustomerscan Choose Businesseshave tomakethem Choose Toignoreadvertisements To pay Attention Viktor Hanacek
  21. 21. 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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