The impact of ad blocking on brand strategy: three expert perspectives

Stephen Whiteside

Ad blocking has been the subject of considerable debate - and hyperbole - over the course of 2015.

The main reason this topic has prompted such alarm across the marketing community relates to scale: the number of consumers using software which stops advertising messages from appearing on connected devices like smartphones, tablets and laptops hit 198 million by June 2015, a 41% year-on-year increase, according to estimates from Pagefair and Adobe.

Read Warc's Trend Snapshot: Ad blocking for more.

In a bid to help agencies, brands and media owners understand the causes and consequences of this trend, Warc spoke to three experts about the current impact of ad blocking. And their main recommendations include:

  • understanding that ad blocking is part of a wider shift in the media ecosystem;
  • simplifying display ads so they do not interrupt and intrude upon the user's digital experience;
  • developing native and organic content which fits the context and is valuable to consumers;
  • remembering that attitudes towards advertising vary by country.

Ilya Vedrashko, SVP/consumer research at Hill Holliday