7 steps to avoid ad blocking

Sue Elms

This article explores the methods through which advertisers can circumvent ad blockers and speak to their target audience through valuable messaging that interacts with the audience's context and medium.

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...

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