A Deep Dive into Ad-Blocking
By: Brice Putnam
We all know the helpfulness of ad blockers. Finding ways to use them leave you feeling like a computer mastermind. But for companies these blockers are an issue that prevents their ads being seen by potential customers. However, many people just see them as nagging delays that slow them from viewing their favorite content. In fact, according to Blockthrough as of 2024, about 42% of internet users worldwide use ad blockers on at least one device. This is a striking number that shows how bothersome ads can be to people.
Why do people use ad blockers?
Speed: Advertisements can significantly slow the response time of websites due to loading. For many, blocking ads can speed up the process of clicking through a website.
Repetition: No one likes seeing the same ad over and over again, this in itself can trigger someone to install an ad blocker.
Privacy: With the uptick in personalized ads that cater to users based on their interests, there is concern by some that their privacy is being invaded. This can lead to ad blockers being installed to prevent this phenomenon.
Interruption: For people streaming their favorite show or watching videos, advertisements are now a frequent staple in the experience. Commercials before, in the middle, and after the content are quite common across popular streaming services and social media platforms. This leads people to installing ad blockers so they can watch media without interruption.
How are companies handling the use of ad blockers?
Subscriptions: Many companies and media services have begun offering subscription-based services that allow consumers to pay for ad free experiences. This attempt by platforms is to meet in the middle with consumers. By giving into the idea of an ad free experience they are able to still gain profit by selling that opportunity.
Anti-Ad blocking: Some services have integrated technology within their websites that prevents ad-blockers. When a user attempts to use an ad-blocker on websites such as YouTube or The New York Times they are met with a pop up requesting them to disable their add blocker before they can access the content. This is a quite effective route to combat ad blockers. However, for smaller companies and media platforms it is harder to invest in these technologies.
Native ads: These are ads that are conveniently placed within a video or piece of content instead of alongside it like a typical ad. Since these ads are actually part of the content it makes it almost impossible for ad blockers to detect. Companies work with content creators to seamlessly work in their promotion inside the content. This tactic works to both avoid ad-blocking while also creating a more authentic feeling of the brand.
Future Outlook
As you now know the battle between ad-blocking users and online platforms is ever present. For as long as ads are a part of the content viewing experience there will be people looking to get around them. However, there's a fine line for online platforms when it comes to this issue. If you force lots of ads on users on top of anti-blocking technology, it will most likely scare a good amount of them away. But completely abandoning ads is certainly not a possibility. Because of this the ball is in the company's court. Steps to meet in the middle have been taken through subscriptions, and native ads. But the battle still continues.
We all know the famous quote “the customer is always right” but does the same still apply to this situation? How will companies and service providers handle this dilemma?
Is the user always, right?