Continued Compendium on Ad Blocking in Advertising Age through 2015-09-15

Continued from the Compendium through 2015-12-xxx

In Advertising Age circa 2015-09-14

Previously

Compendium on Ad Blocking in Advertising Age through 2015-09-05

Currently


Why Ad-Blocking Is Good News for Almost Everyone; (Havas); 2015-09-15.
Teaser: Apple’s Move to Block Mobile Ads Will Force Advertisers to Rethink Mobile

Tom Goodwin,
senior VP-strategy and innovation, Havas Media, New York.
ex-founder, director, Tomorrow Group, London.

Mentioned

  • a contrarian view
  • Apple
  • iO 9
  • <quote>The surprisingly, rarely challenged, assumption in advertising has always been that there should be a relatively close correlation between time spent in a channel and the advertising spend within it. So as we spend more of our lives staring into our smartphones, the need for marketers to spend more money on mobile grows by the day.</quote>

Tactics

as a listicle

  1. Premium mobile advertising
    e.g. Superbowl ads, Vogue (magazine) ads
  2. insidious advertising
    native ads, advertorials branded content
  3. Branded utility
    apps; e.g. Michelin guide

So Which Ad-Blocking Parasite Are You Going to Go After?; ; 2015-09-14.
Teaser: Convince Consumers or Sue the Ad-Blocking Companies; You Have to Do Something
Ken Wheaton, editor, Advertising Age

tl;dr → equates ad blocking with theft.

Mentioned

  • very shrill [very very shrill], very angry
  • <quote>But it’s a bad idea to believe that consumers care much about the plight of marketers or publishers.</quote>
  • <quote>The worst possible response, however, is paying an ad-blocking company or an anti-ad-blocking company money to get ads past filters and in front of the viewer. </quote>
  • <quote>I can’t quite believe I’m saying this, but how about suing the ad blockers out of existence?</quote>
  • <quote>But as WPP Digital President and Xaxis Chairman David Moore, who also serves as chairman of the board of directors for the IAB Tech Lab, points out, the ad blockers “are interfering with websites’ ability to display all the pixels that are part of that website; arguably there’s some sort of law that prohibits that.</quote>
  • <quote>But theft is still theft, even if it’s dressed up as some sort of digital Robin Hood act. You’re not just interfering with pixels, you’re interfering with business.</quote>

Memes, Argot

  • the consumer is in control
  • ad skipping
  • hyper-targeted, data-fueled ad environment
  • banner blindness
  • extortion

Yes, There Is a War on Advertising. Now What?; , ; 2015-09-14.
Teaser: Ads Are Being Cast as the Enemy as Consumers Find More and More Ways to Block Them

Mentioned

  • Apple
  • iOS 9
  • Numerics towards the prevalence of ad blocking are recited.
    • Brian Wieser, staff, Pivotal Research Group.
    • ComScore’s U.S. Mobile App Report.
    • eMarketer
  • AdBlock Mobile
  • Eyeo
  • Adblock Plus
  • Howard Stern
    promoted Ad ad blocking, as a concept, on his show.
  • Responses
    • Hulu → block consumers who block ads
    • Washington Post → some trials, push consumers to subscribe, to whitelist the site & its ads
  • Countermeasures
    • PageFair
    • Secret Media
    • Sourcepoint
    • Yavli
  • TrueX
    • Acquired by Fox Networks Group, 2014-12.
    • Joe Marchese, founder
  • Fox Networks Group
    • branded content
    • show: “MasterChef Junior”
      sponsored by: California Milk Advisory Board.

Referenced

credulously, as authoritative

Yet

Quoted

for color, background & verisimilitude

  • Dan Jaffe, lobbyist, Association of National Advertisers (ANA)
  • Scott Cunningham, senior VP, Interactive Advertising Bureau (IAB); general manager, Tech Lab, Interactive Advertising Bureau (IAB).
  • David Moore, President, WPP Digital; Chairman, Xaxis; Chairman of the Board of Directors, Tech Lab, Interactive Advertising Bureau (IAB).
  • Joe Marchese, president-advanced ad products, Fox Networks Group.
  • Brian Wieser, staff, Pivotal Research Group.

Confusion Reigns as Apple Puts the Spotlight on Mobile Ad Blocking; Maureen Morrison; In Ad Age; 2015-09-08.
Teaser: Mobile Ad Blocking Is Present and Effective Before Apple Updates a Thing

tl;dr → reprise, same material

 

Via: backfill.

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