Ronnie Thomas
Jun 23, 2014

Digital advertising: Give me utility or get blocked

I skip ads. Almost all the time. If I’m doing it (and I’m in the industry), I really wonder how many ‘normal’ people are similarly rejecting advertising. That question should be of huge interest to us because the road it leads us down is a very important one.

To get a sense of what this number could look like, a report from PageFair, The Rise of Ad Blocking, estimates that up to 30 per cent of people block ads in the West, with the number expected to grow 43 per cent every year, according to comScore data. There are no Singapore-specific numbers, but we do have surrogate data that illustrates something very similar.

In a video campaign we recently ran across...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
GSK launches global creative review for pharma business
Premium
12 minutes ago

GSK launches global creative review for pharma business

The fee on the account is estimated at $30 million.

Premium
Havas Group restructures Asia-Pacific leadership
Premium
15 hours ago

Havas Group restructures Asia-Pacific leadership

APAC CEO Mike Amour to leave the company with key regional markets reporting directly to New York and London.

Premium
'Commercial models need to catch up to live sports consumption' says F1 tech provider
Premium
21 hours ago

'Commercial models need to catch up to live sports ...

While broadcasters still play an important role in curating the live sport experience for fans, they must also figure out how to monetise the viewing experience as it spreads across platforms.

Premium
See it Be it finalists on female leaders they look up to
Premium
21 hours ago

See it Be it finalists on female leaders they look ...

Finalists of Spikes Asia's women acceleration programme open up about the leaders who truly inspire them.