Ever since installing AdBlock Plus to Chrome, and enjoying being able to happily watch WHAT I WANT on YouTube without being forced to watch adverts first, I’ve been wondering what effect this will have on the future of online advertising. According to this Forbes post, Use of Ad-blocking is on the rise, the use of ad blocking is growing at a rate of 43% per year.
So, I’ve done a little research here’s what I found.
Where initially Adblock Plus would block all advertising, it now apparently has a whitelist of selected sites and services whose ads are allowed through the filter. These do seem reasonable to me if you read about what they class as non-intrusive ‘acceptable ads‘.
Obviously, it is controversial, as detailed by Dave Lee, BBC Technology News – Is it ethical to block adverts online?
I had a look through the The Internet Advertising Bureau (IAB)*, report mentioned (OK, so I didn’t read it all in depth – it’s extremely lengthy!) and found the following points make their case fairly clear.
Below are extracts from the White Paper: Consumers driving the digital uptake – The economic value of online advertising-based services for consumers.
P13 Point 4. Primary Research: “…current ad-financed services generate significant value for the average Internet user, being an order of magnitude higher than what the same user would be willing to pay for eliminating the related disturbance of advertising and privacy issues.”
P 14 Point 4.2: “Free ad-funded services generate the bulk of this consumer services surplus, highlighting the significant value of the ad-based revenue model for consumers.”
P24 Point 5 : “the value obtained from using Web services remains six times larger than what users are willing to spend to avoid such disturbance. This means that the current ecosystem works quite well and that caution must be exercised in challenging the current system because of the risk of creating other imbalances.”
What this report seems to suggest/confirm is that Advertising basically helps pay for all the free stuff we get while using the internet, and the detriment is far, far, way out-weighed by the benefits.
So now I’m all for acceptable and non-intrusive ads, in order to keep a lot of what we use on the internet free.
What do you think about blocking adverts and the future of online advertising? Comment below:
*FYI The IAB is a UK-based trade association for online and mobile advertisers.