14 Mar 2016

SPF 50: The effect of ad block

Ad blocking is the topic du jour for the advertisement industry at the moment; everyone has an opinion on it. So here is ours.

It isn’t a new phenomenon, so why has it been thrust into the media spotlight? Apple are partly responsible, they recently announced that IOS9, the new operating system for iPhones and iPads would support blocking software. One of the largest and biggest tech companies in the world openly supporting them! Advertisers and content providers alike are concerned.

But do they need to be worried? Probably… To put it into perspective we need to look at the numbers.  Research shows that 1 in 5 people use ad blockers and it’s highest among 18-24 year olds, with 47 per cent using them!

The blockers have a knock on effect to various industries, from the advertisers, brands and online content publishers. We are all intertwined. So what’s the cause of the problem? Unfortunately it’s us, the advertisers. And we can’t complain, ad blockers were created because online ads are a nuisance, to many they were irrelevant and a distraction from the user’s experience. It’s an issue created by not being creative enough.

However ad blocking doesn’t affect every form of online advertising. So what’s the most effective alternate? We would argue that viral videos are. They need to be bloody good though, which is no easy feat. For them to become viral they need to be bold, captivating and innovative. They need to be many things; but there isn’t a perfect formula.

We created some of the most shared and watched viral advertisements of 2015. Our Most Shocking a Day video for example has, at the time of writing this, 52 million views on YouTube alone, with 90% finish rate.