7 steps to avoid ad blocking
Sue Elms Millward Brown
If advertisers want to retain a receptive audience and avoid ad blocking, they need to hand control over ad exposure to the user. Sue Elms of Millward Brown looks at ways to rethink our approach in seven key areas and argues for RoI measurement to support the case for ad reform.
Consumer receptivity to advertising is our industry's most precious asset – it is our oxygen – but more people are becoming closed to advertising over time. TGI data shows a third of UK adults in 2015 said they...