40% of UK Internet Users Block Ads

no-adsFollowing on from our article last week about Apple offering ad blocking technology with their upcoming iOS9 update, a new report by Reuters has indicated that,

“Four in ten (39 per cent) of UK Internet users use ad-blocking technology to curb the number of promotions they see while browsing as they become increasingly dissatisfied with the types of ads on show, according to a new study.”

Although the US figures were slightly lower at around 30% these numbers point to the fact that consumers want to cut online advertising out of their browsing experience.

Read the full article here at The Drum and let us know your thoughts.


  • The AdBlocking media headlines have been beating this drum for a long time now. Changing the delivery technique of Ads provides an easy work around for most savvy media publishers, Additionally, how browser footprints work when it comes to cookies is also poorly understood but sadly ” tracking will be blocked – the sky is falling” scenario is getting shouted from the roof tops as Apple sprout their new update that will try and further prevent tracking etc.

    Publishers and App owners will be the hardest hit by this technology and it needs to be addressed on a global front. We need to accept that content alone (especially in the traditional mediums) is not going to create the brand awareness or adequate revenue for publishers to deliver content at scale and free Apps will go into decline – thanks for the innovation crush. We need ‘snackable’ – micro minutes of brand awareness and engagement, the new trend of native or sponsored content disguised as suggestive advertising is clever and it should always leave behind a takeaway for the reader. Unfortunately, in the short term its not going to produce the same turnover or revenue for Paid Channels, its still a little clunky (not controlled by DFP etc) and apart from The Facebook team – channels are finding it hard to get right.

    Traditional advertising channels are in flux with the exception being Out of Home – however, with 50% of advertising campaigns in Australia being mobile first all Advertising platforms(OOH, Radio.TV etc) need to work together with mobile to deliver a better more targeted product for the consumer and brand.

    So I agree, we do need to change some of the delivery styles of Ads received on our personal devices – but an approach that blocks the entire scenario is only lining the pockets of the App blocking developers. We can block ads legitimately on Apps, purchase them and give something back to the developer – and while you decide if the $2.99 is worth it – you will use the free App right! In the future if Ad Blocking continues this awesome way of “try before you buy” will be gone forever. Looking forward to crashing through this headline and getting back to helping clients get their message out there – effectively, efficiently and with an approach that minimises the marketing wastage and cheesy pop ups!

    • Thanks for your input Sam. Although the concept of ‘snackable content’ is not that new, it certainly needs to be considered very highly with any digital marketing project nowadays. Snapchat stories, Vines, Instagram images etc, all make up tiny bite-sized pieces of information that can be attention grabbing as well as informative. The skill is in getting that ratio right.