Encouraging people to turn off their adblockers is a multi-billion pound headache for advertising innovators.
Most people understand that the free content they enjoy online comes thanks to paid advertising. Despite that, growing numbers are now using adblockers to decide what they see on the screen. That adds up to massive losses for digital publishers if they don’t come up with a solution, fast.
At least 419 million people already block adverts on the mobile web. And the situation’s only going to get worse.
A KPMG report showed that 92% of people are now unwilling to pay to browse the web ad-free. Even more worryingly, 44% of UK consumers plan to use an adblocker within the next six months.
Publishers, advertisers, agencies and adtech innovators are engaged in a bruising battle over adblocking software and which content users choose to allow through their filters.
A recent KPMG round table on the future of digital advertising produced some stark warnings – as well as some timely advice for the industry. No surprise: it’s all about the brand.
The scale of potential losses
Powerful, resilient brands are the answer