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.
Ad blockers are software that
Make advertisements disappear
From webpages

3.
Why this is
Problematic
without
ADVERTISEMENTVIEWS
there is less
BRANDEXPOSURE
which leads to
LOWERREVENUES
Viktor Hanacek

4.
UNLESS BUSINESSES ADAPT
consumerswillcontinuetoignoreonlineads

5.
TO FIX THIS ISSUE,
businessesneedtomakeconsumersWANTtoseeads.

6.
AD BLOCK
> U.S. Usage statistics <
Viktor Hanacek

7.
2015
16%
OF USERS AD BLOCKED
2016
18%
OF USERS AD BLOCKED
1
2

8.
THE PROBLEM FOR
BUSINESSES:
CONSUMERS WON’T CHANGE
under this system

9.
Consumers have negative reactions to
advertising out of context.
Chuck Townsend
3
Viktor Hanacek

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.
The legal cases against
companies like AdBlock are
GROUNDLESS
with no support as of yet
from judicial systems 5
Legality
Argument

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.
HOW SHOULD BUSINESSES ADAPT?

14.
Businesses must move from
INTERRUPTION
MARKETING
PERMISSION
MARKETINGTO
SETH GODIN
6
Viktor Hanacek

15.
Brand as a
Publisher
Content that stands on
its own merits as
Entertainment,
Storytelling,
Education
will be shared and
passed along
6

16.
MAKE ADVERTISEMENTS
THAT PEOPLE
WANT TO CONSUME
7

17.
EXAMPLE: REDBULL
“It sells a lifestyle, a story”- Catherine toole
6

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.
WHETHER ETHICAL
OR UNETHICAL,
NATIVE
ADVERTISING
WILL CONTINUE TO
BE A VIABLE PROMO
TECHNIQUE 8
Christopher Pluta

20.
Inaworldwherecustomerscan
Choose
Businesseshave
tomakethem
Choose
Toignoreadvertisements
To pay
Attention
Viktor Hanacek

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.