what they don't want to see?” the speaker begins.
Posted: Tue Jan 07, 2025 9:36 am
Today, 650 million devices around the world have ad blockers installed to avoid advertising, a figure that continues to increase by double digits every year, to the dismay of an industry whose attempts at relevance constantly fall on deaf ears.
The numbers are even more alarming when the lost investment is quantified. It is estimated that last year, a total of 41.4 billion dollars of advertising was blocked by users, especially young people.
“We live in a world of instant gratification. Is it so surprising that people don't want to see what they don't want to see?”
Although the issue remains important due to its negative consequences, the industry has stopped paying attention to it. Sam Jones, founder and CEO of Gener8 Ads, has addressed this problem at the Festival of Media Global 2019 , where he has given the keys to building brands in an era in which ad blocking is the norm, not the exception.
“We live in a world of instant gratification. With a few clicks we can see, do and get what we want. Is it so surprising that people don't want to see
But this rejection is not only evident among users in general, but also in the industry itself. This paradox invites professionals to reflect on their work, but “we tend to ignore it, we pretend it doesn’t exist.”
According to data from Global Web Index, 47% of Internet users use ad blockers today , and their use increases among younger age groups. 31% of users between the ages of 16 and 24 use this tool, while 32% of those between the ages of 25 and 34 do so. The figure is very similar in the case of those between the ages of 35 and 44 (20%) and decreases as the age increases.
“We live in a world where people are starting to care about what’s around them and want more. More transparency, more control, more in return,” explains Jones. “There has been a shift in consumer mindset and expectations.”
To prove this, the speaker goes back to the data. More consumers believe in ghosts benin phone number aliens or Big Foot than in influencers. At the same time, trust in Facebook has fallen by 52% in the last year to 27%.
The scandals surrounding social media, the privacy breach and the changes in laws with the GDPR have led users to “understand that their data, their attention and themselves are valuable.”
In this complex scenario, the industry must respond. Some, like Gener8 Ads, are already beginning to do so by paying users the money they spend to see the advertisement and inviting them to donate it to charity, making them feel that they are sharing in this transaction.
“While everyone is focused on voice, they are missing a big change: the exchange of value”
The results show a 7.6 times higher CTR and 91% of users who previously blocked ads stopped doing so.
“The role of marketers is to know who their audience is and where they spend their time and attention. While everyone is focused on voice, they are missing a big shift: the excha
The numbers are even more alarming when the lost investment is quantified. It is estimated that last year, a total of 41.4 billion dollars of advertising was blocked by users, especially young people.
“We live in a world of instant gratification. Is it so surprising that people don't want to see what they don't want to see?”
Although the issue remains important due to its negative consequences, the industry has stopped paying attention to it. Sam Jones, founder and CEO of Gener8 Ads, has addressed this problem at the Festival of Media Global 2019 , where he has given the keys to building brands in an era in which ad blocking is the norm, not the exception.
“We live in a world of instant gratification. With a few clicks we can see, do and get what we want. Is it so surprising that people don't want to see
But this rejection is not only evident among users in general, but also in the industry itself. This paradox invites professionals to reflect on their work, but “we tend to ignore it, we pretend it doesn’t exist.”
According to data from Global Web Index, 47% of Internet users use ad blockers today , and their use increases among younger age groups. 31% of users between the ages of 16 and 24 use this tool, while 32% of those between the ages of 25 and 34 do so. The figure is very similar in the case of those between the ages of 35 and 44 (20%) and decreases as the age increases.
“We live in a world where people are starting to care about what’s around them and want more. More transparency, more control, more in return,” explains Jones. “There has been a shift in consumer mindset and expectations.”
To prove this, the speaker goes back to the data. More consumers believe in ghosts benin phone number aliens or Big Foot than in influencers. At the same time, trust in Facebook has fallen by 52% in the last year to 27%.
The scandals surrounding social media, the privacy breach and the changes in laws with the GDPR have led users to “understand that their data, their attention and themselves are valuable.”
In this complex scenario, the industry must respond. Some, like Gener8 Ads, are already beginning to do so by paying users the money they spend to see the advertisement and inviting them to donate it to charity, making them feel that they are sharing in this transaction.
“While everyone is focused on voice, they are missing a big change: the exchange of value”
The results show a 7.6 times higher CTR and 91% of users who previously blocked ads stopped doing so.
“The role of marketers is to know who their audience is and where they spend their time and attention. While everyone is focused on voice, they are missing a big shift: the excha