Consumers choose selective Ad Blocking

Ad Blocking ImageThe past four months have seen a three-point rise in the proportion of UK adults using ad blocking software, but new research also suggests that many are only looking to block certain types of advertising.

The latest wave of the Internet Advertising Bureau UK’s Ad Blocking Report, was conducted online among 2,052 UK adults by YouGov. This found that 18% are currently using ad blocking software, up from 15% in early June.

But less than six in 10 (57%) people who’d ever downloaded the software said their main motivation was to block all ads; 20% said the main reason was to block certain types of ads or ads from certain websites.

Two particular bugbears were clear: disruptive ads and the sheer volume of advertising.

The most common reason people would be less likely to block ads is if they didn’t interfere with what they were doing (cited by 48%), followed by having fewer ads on a page (36%).

And while brands are often encouraged to develop relevant advertising as a way of deterring such activity, that by itself is not going to be enough: just 14% of respondents said they would be less likely to block ads if they were more relevant.

Concerns have also been expressed about the behind-the-scenes impact of ads on data loading speeds, particularly on mobile, but only 9% said faster loading of ads would make them less likely to block ads. And a mere 6% said better designed ads would have that effect.

“The small rise in people blocking ads is not unexpected considering the publicity it’s been receiving,” said Guy Phillipson, IAB UK CEO. “However, it does provide some perspective on the situation for those referring to an ‘adblockalypse’.

“More importantly, it also provides a clear message to the industry – a less invasive, lighter ad experience is absolutely vital to address the main cause of ad blocking.”

He also stressed the importance of educating consumers on the value exchange of advertising.

When told that ad blocking means some websites will have to stop providing free content or charge people to use them, 61% of British adults online said they would prefer to access content for free and see ads than pay to access content.

“If more people realise content is only free because ads pay for it, then fewer people will be inclined to block ads,” said Phillipson. “Only 4% are willing to face the other option – paying for content with no ads.”

This article is sourced from IAB UK & WARC

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McDonald’s launch a new takeout bag for cyclists on the go

McDonald’s has designed an innovative new takeout bag which is designed to hang from the handlebars of bicycles. Perhaps not suprising, the bag is named the “McBike Bag” and was designed by the advertising agency Tribal Buenos in Argentina.


The bag is made out of cardboard with the sides coming together to form a hook which can be hung over the bike’s handlebars. The bag has the capacity to hold a burger, fries & drink.

Here’s a video showing the concept behind the bag and how it unfolds:


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Nearly three-quarters of US advertisers shift spend to programmatic video

Emotional/psychographic targeting was cited as the most desired capability in programmatic video ads by US respondents (34%) followed by demographic targeting (28.3%), prospect-based targeting (27.1%) and behavioural targeting (23.3%). Viewability and completed views were cited as the top ways to measure of programmatic video ad success by respondents (24.7%), followed by views (23.9%) and interaction rate (22%).

Mobile is an area of particular focus. Advertisers are interested in the fact that they can access consumers anywhere, anytime. Content owners and network operators also have a wealth of data about their subscribers, like location data, demographics and psychographics, which can be brought to bear for personalized, relevant messaging.

That’s not to say there aren’t on-going concerns. In the Unruly survey, about a fifth, 20.8%, said they question the quality of inventory, while others worry about low levels of view ability (17.7%). They also wrestle with a skills gap and lack of internal expertise (158%) and ad fraud/bots (15.8%). Also, the survey found that the targeting is not necessarily leading to offline sales (45.1%), nor resulting in greater engagement with content (38%).

Further, a recent study by the Association of National Advertisers and Forrester found that only 23% of marketers said they understood programmatic and were using it to execute their campaigns. This is despite the fact that more than half of US publishers reported selling their premium video ad inventory programmatically in August 2014 (, while mega-brands like American Express and P&G vowed to shift the majority of their ad spend to programmatic by the end of 2014.


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Number of Digital TV homes set to increase by 1 billion

100969f01Based on forecasts for 138 countries, the number of digital TV homes is set to increase by more than 1 billion between 2010 and 2020 to 1.65 billion – or up by 180%, according to a new report from Digital TV Research. The total will climb by 134 million homes in 2015 alone.

According to the Digital TV World Household Forecasts report, global digital TV penetration will reach 97.6% of television households by end-2020, up from 40.5% at end-2010 and 67.2% at end-2014. By 2020, 93 countries will be completely digital compared with only 17 at end-2014. About 124 countries will have more than 90% digital penetration by 2020.

The number of digital TV households in Asia Pacific will increased by 400 million between 2014 and 2020, with 93 million to be added in 2015 alone. The region will supply two-thirds of the 608 million digital TV household additions between 2014 and 2020. Sub-Saharan Africa will more than double its base over the same period, with Latin America nearly doubling its total.

China will boast 454 million digital homes by end-2020 – or 27% of the global total – up by 169 million on 2014. India will overtake the US to take second place in 2015. India will add 95 million digital TV homes between 2014 and 2020 to double its total.

Brazil will take fourth place and Russia fifth by 2020. Watch out for Indonesia, which will leap to sixth place (from 23rd in 2014), by adding 43 million digital TV households.

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Quote Of The Day #4

“Statistically speaking, 6 of the 7 dwarfs are unhappy”

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What does the “Internet of Things” mean for marketers?

The Internet of Things (IoT) is a hot topic at the moment and one which seems to be in the mind if not on the lips of every marketer. But, what exactly does the Internet of Things mean, and more specifically, what does it mean to marketers? These smart, connected devices are ringing in a new, exciting era for marketing. IoT provides endless opportunities for marketers and advertisers to listen and respond to the needs of their audience based on behaviours.

The company Marketo have compiled the cool infographic below to help marketers better understand the Internet of Things and the various opportunities it presents in terms of real-time engagement & customer service.



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Things That Made Me Laugh

You had one job to do………………………………

Plan Ahead

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Who Owns Internet Connected Cars ?

John Deere, General Motors, and other automotive manufacturers have submitted comments to the US Copyright Office asserting that manufacturers still own connected Connected Carsvehicles even after purchase, and that the purchaser is only licensing the product. The Copyright Office plans to hold a hearing on the issue, and will decide in June whether the purchasers of connected vehicles actually own the vehicles they have purchased, or whether those vehicles are still the property of the manufacturer.

The vehicle manufacturers are claiming that since they own the software programming that runs a vehicle, they also own the machine running on that programmingIf the Copyright Office decides in the manufacturers’ favor, then it would violate copyright law for a connected vehicle owner to modify the vehicle’s programming, even to make a repair. The owner would have to take it back to the manufacturer to get it repaired instead.  Cars, trucks, and tractors now come with so much software that manufacturers are claiming it would be unsafe for customers to tinker with them.  For instance, a car owner making a coding change could accidentally disable their brakes or turn signals.

The manufacturers are making their claim to ownership under the Digital Millennium Copyright Act (DMCA), which governs copyright law on the internet. In 2010 Apple tried to claim that jailbreaking an iPhone was illegal under the act, saying that the iOS license forbids modifying its software. The Copyright Office rejected that claim and granted an exemption for unlocking mobile phones. That exemption was not renewed in 2012 though, and Congress had to pass a bill to reinstate it in 2014. In this case, the government decided that the manufacturer doesn’t have control over the hardware device even if it owns the license to the software running the device. That might bode well for vehicle owners who want to self-repair, but the jailbreaking case shows what a long convoluted legal battle might be underway to decide who actually owns a connected vehicle.

Federal and state governments are taking action, recognizing that digital copyright law and traditional notions of ownership could be in conflict. Congress will introduce a bill to reform the DCMA this week; and New York and Minnesota have also introduced bills to allow consumers the right to make repairs to their electronic items and access data necessary to make those repairs.

Source: Business Intelligence / Wired

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Consumers use 5 devices when shopping

imagesWith consumers now using an average of five devices when making a purchase – up from 2.8 a year ago – the need for brands and retailers to offer an omnichannel, multi-screen experience has never been more urgent, a new study has said.

According to the 2015 Connected Commerce study, produced by marketing agency DigitasLBi and based on a survey of 17,000 adult web users across 17 countries, consumers are now starting to embrace wearable devices – 17% own one – in addition to computers, smartphones, tablets and smart TVs.

And as they use more devices so too they are becoming more comfortable in moving beyond traditional e-commerce activities on desktop and laptop into mobile commerce (28%) and shopping via tablets (20%).

The survey also showed that in-store pick-up is becoming a particular favourite of shoppers, with 51% taking advantage of click-and-collect services globally, a figure that jumps to 73% in the UK.

The study also found that social shopping is gaining traction, with 28% of social network users around the world claiming to have purchased an item directly via a social media platform.

Other social elements such as online reviews were also shown to be gaining importance in the purchasing process: 66% of shoppers read them when buying online and 36% when shopping in-store.

A sure way to the consumer’s pocket, the survey suggested, is personalisation. Six in ten (62%) respondents said they bought more and/or more often when presented with a personalised retail experience.

Nor was this necessarily limited to online shopping, as 70% also said were more likely to embrace new in-store technologies such as GPS and WiFi tracking if they received customised benefits in return, such as personalised money-off vouchers.

Source: from DigitasLBi and Warc

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Quote of the day #3

“It’s a very sobering feeling to be up in space and realise that one’s safety factor was determined by the lowest bidder on a government contract”

(Alan Shepard, US Astronaut)

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