It has been said that consumers are a passive target audience, the ad industry knows what’s best for them and ad-blocking is for geeks. However, ad-blocking is now said to be running at up to 20% of all registered users across a range of leading sites, so it should be a major talking point for the industry, but – aside from the publicity around ITV’s perspective – it has rarely been debated.
We will be picking up the topic at Media Playground this year on 21 May, but as a taster to that debate, MediaTel columnist Dominic Mills is chairing a session at Adweek on Wednesday morning at 10am which will consider the “real” impacts of personal advertising (News Room B at BAFTA, weds April 2nd).
The session will open with some new and exclusive research on the human reactions to personal advertising presented by GfK’s MD, business and technology, Colin Strong; and a very short glimpse of AdPlus, a business founded by former Guardian commercial director, Adam Freeman, which is working with a number of agencies and media owners to explore ways of providing consumers who are most likely to use ad-blocking with ways of instead seeing the ads they want to see.
Adam and Colin will join a panel that also includes:
Tim Gentry, Revenue Director at Guardian News & Media Tim Abraham, Director, Data and Audience, EMEA at Xaxis – GroupM Sacha Bunatyan, COO at AMNET – The Aegis Trading Desk
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