I love advertising, don’t get me wrong! I love a good commercial, especially creative commercials!
However, I want to watch ads when I want to watch them. If I want to watch the sports highlights I don’t want to have to watch a 15 to 30 second ad for every single video.
I watch a lot of highlights so I used to watch a lot commercials. Then I downloaded Ad Block Plus for Chrome. It’s amazing!
This begs the question, how many people are using ad blockers? Virtually no one I have talked to knew about Ad Block Plus or ad blockers at all.
At my new job one of the clients decided to run an ad on Pandora. While in the meeting I thought to myself, ‘I would never see that ad, I have an ad blocker’. That’s when the following question dawned on me!
Are Ad Blocks on the internet making companies waste advertising dollars? Should they invest that money in public relations or in other departments?
After thinking about it for a few days I thought that only a small percentage of the population would actually use ad blockers. Then I looked up some statistics and I was shocked!
When you go to download Adblock Plus on Chrome is shows that there are over 10 million users.
I went to Modzilla Add-ons section and they have a staggering amount of users using ad blockers too.
That is a lot more people than I thought! Are companies throwing away money on internet advertising?
A recent report from PageFair, a service that websites can use to measure the extent of ad-blocking, sheds some light on just how afflicted those sites are. Based on data from 220 clients, PageFair found an average ad-blocking rate of 22.7%. It estimates that one if its “typical” clients, with a 25% block rate, loses about $500,000 a year due to blockers. Based on data from a small sample of clients, PageFair says ad blocking is growing 43% every year!
Looks like I was just proven wrong! Those numbers are way higher than I thought!
It looks like it is time for companies to invest that money in PR. Of course I am bias, but is PR a better option? I don’t have all the answer, but I do know that consistency is key. So, if you have an advertising budget that is bringing in revenue then don’t mess with it.
If you see that money slipping away with no return, then it is time to take a step back and evaluate where you are spending those advertising dollars!
I am by no means saying that just because of this report that people should stop advertising on the internet. It does however shed some light on growing ad block use. I also show the fact that companies should step back and evaluate.
If the internet ads are being blocked then where do you advertise? Traditional media is slowing down. I would never pay to place an ad in a newspaper or Yellowpages. Unless I was targeting a demographic above 65!
To finish off I would like to close with this point! I usually visit a site and there are a lot of ads on it. I recently tried to enter the site and it would not let me enter in without disabling my ad blocker. Why would they do that? Companies must have been getting mad because people weren’t seeing their ads.
In the last 8 months my ad blocker has blocked 41,784 ads.
Now it’s time to hear from you! Do you use ad blockers? Are companies wasting money?