Ad blockers responsible for rise in upfront TV ad sales, claims report
The upfront market for broadcast and cable networks has taken an unexpected U-turn from last year’s dip, seeing an increase in advertising sales of $800m to $18.6bn in the most recent completion. According to research firm Media Dynamics, this 4.5 per cent increase in TV ad revenue is a blow to OTT video platforms on PCs and …
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Monday 18th July 2016 10:09 GMT Anonymous Coward
Re: So it's time...
Yeah well. Im more extreme than that. I even avoid product placement in movies by simply getting someone else to read the IMDB community reviews and trivia for me then summarise it all in one sentence.
Just like everyone else on that site I can formulate my opinions and make obscure references without ever having to sit through hours of entertainment.
I now have way more time to achieve my life goal of having my own wikipedia page due to being famous for reading every page on wikipedia (including historic edits).
Hopefully then I wont need Google or anyone as I will know quite literally everything.
Seriously though. Any guy that claims he doesnt watch TV is outing themselves as being single and possibly lonely.
Im married and even though I try to actively avoid watching TV, I find it to be almost impossible to do so...the missus and the lad make sure of that.
Also why is NickJr trying to sell my lad PPI claims and funeral cover. Hes 18 months old.
It'll be a fucking odd day when I come home and find him on my tablet checking his credit score on clearscore because the talking turtles made him do it.
A friend of mine had to give his 5 year old a bollocking once as he spotted an extra £2000 in his bank account...initially he thought bonus and bought a very expensive round of drinks but when he got home he found out his lad had signed him up for a Wonga loan!
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Friday 15th July 2016 17:47 GMT Anonymous Coward
Re: So it's time...
Or a HD recorder. I love mine, and not because I want to record stuff (I hardly watch TV) but because I can buffer up. When I notice something I'd like to watch I start by hitting the pause button, then do something else in between. From the laundry to getting a new cup of tea right down to reading the news behind my PC.
Then, usually approx. 15min. later, I start watching. First ad block: fast forward. This can be tricky because some ad blocks honestly last for nearly 10min (makes you wonder if you're looking at a TV show or movie or ads) but it works. Especially if you decide to pause somewhere in between to get a drink or do a bathroom break, etc.
It may take getting used to, but it beats what I usually did: during a commercial break I often switch to another channel which doesn't have them, often forgetting all about the first show I was watching and continue watching elsewhere.
The massive amount of ads really ruin the TV experience for me. Luckily there are still plenty of local channels which don't break up their programs for some stupid ads (which are also my favorites).
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Saturday 16th July 2016 13:36 GMT admiraljkb
Re: So it's time...
"Or a HD recorder. ..."
I refuse to spend $100/month to have to fast forward constantly. Last time I had cable TV, the channel providers had gotten sneaky putting up a quick splashscreen making it look like the program was starting, but then shove two-four more commercials.
Its far cheaper to have Netflix/Hulu/Prime and for stuff not on them, to just buy it outright, and then you don't have all that annoying fast forwarding nonsense. (I pay the extra $ for ad free Hulu, so awesome)
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Friday 15th July 2016 18:30 GMT Steve Davies 3
Re: So it's time...
Easy. Just record everything on your PVR and use skip.
Can't remember the last time I saw a complete Ad-break on TV.
Mind you, I don't watch a lot of TV and even less from the chanels that have ads.
No, I don't want to buy a new car let alone sell my current one for 20% inder market value
No, I don't want a free parker pen or vastly overprices of 50's life cover.
No, I don't want to make a PPI claim.
No, I don't want a supposedly waterproof phone that is a security nightmare
etc
etc
Yours a decidely grumpy old man.
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This post has been deleted by its author
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Saturday 16th July 2016 19:02 GMT John Brown (no body)
Re: Easy way to avoid TV ads
"BBC. They take lots of my viewing time advertising their content so still a burden. "
Not only that, but programmes seem to be made with as-break slots built in ready of overseas sales, documentaries in particular have "here's a recap of what you just saw, here's what's coming up in the rest of the show, oh, and in case you forgot in the 30 seconds, here's what you just saw again". Even the local news does that at half-time and they are not likely to be broadcast commercially.
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Friday 15th July 2016 16:36 GMT King Jack
Re: Easy way to avoid TV ads
Even easier is to just record programs. My DVR strips out all adverts automatically, not by design but by hacked firmware. It is a rare occasion that one slips through. Most of my TV watching is done via downloads, where some kind person strips out all the ads for me. So Admen are free to put in as many ads as they like.
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Friday 15th July 2016 15:51 GMT Pete 2
What the eye doesn't see, the heart doesn't grieve over.
> as advertisers grow increasingly wary of the rise of ad blockers and choose to spend their precious ad dollars elsewhere
So the advertisers would prefer not to spend their money on a medium where they can see how many people are blocking their ads. And instead spend it on a medium where they can't tell how many people are FF-ing past them during the breaks?
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Friday 15th July 2016 18:51 GMT Charles 9
Re: What the eye doesn't see, the heart doesn't grieve over.
"If I see an advert for product X, then when I want to but something in that product category, Product X is removed from the list of possible suppliers."
So what do you do when it's the ONLY supplier? Or when ALL the possible suppliers display ads? Do you go without?
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Saturday 16th July 2016 19:08 GMT John Brown (no body)
Re: What the eye doesn't see, the heart doesn't grieve over.
"Just seeing an ad does not guarantee any heightened desire for the product. On TV, in print, or on the web."
Most advertising is about brand awareness, not getting people to go out and buy X today. They want you to remember X so when you next need a product from the same catagory as X, you're more likely to choose X if you have subconscious positive feelings towards X.
That, of course, is where the low grade "in your face" ads fail. You don't get positive feelings from them.
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Saturday 16th July 2016 18:06 GMT Doctor Syntax
Re: What the eye doesn't see, the heart doesn't grieve over.
"So the advertisers would prefer not to spend their money on a medium where they can see how many people are blocking their ads. And instead spend it on a medium where they can't tell how many people are FF-ing past them during the breaks?"
The advertising industry has always be regarded as snake-oil salesmen. What you need to understand is to whom the snake-oil is being sold. It's not the viewers, it's the advertisers.
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Friday 15th July 2016 15:59 GMT MJI
Want people to watch your ads.
Make better ads.
Oh and a forum I used to like ads on (VERY relevant) has gone to a blocked ad server not allowed out of any of my hosts,
I made a point of telling them too
Quite a few other posters are also of the same opinion. A lot of us block adserver.adtech.de.
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Saturday 16th July 2016 12:54 GMT DropBear
Re: Want people to watch your ads.
I'd add to that 'don't bombard the same ad constantly, people only become desensitized to your message after a few views and after a few more, annoyed and often vow to avoid your service or product like the plague'
True. Also, be aware that if you bend over backwards to target your general contruction material related ads Bullseye to Hillbilly Central in their styling, anybody else might get put off and swear never to do any business with you even if you're the one selling the last brick on the block, not even if you're the one paying me to take them away...
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Monday 18th July 2016 08:34 GMT MJI
Re: Want people to watch your ads.
With hobby based forums often the adverts are very directed, at the users, you have the manufacturers, the shops, the magazines, all exciting you, then get blocked.
The advertisers are often small businesses with 1 to 5 employees, trying to tell us about their latest thing, but then the move to a dodgy server scuppers it for all of us.
Most hobby forums run adverts the users actually want.
Most general forums get adblocked.
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Saturday 16th July 2016 13:44 GMT P. Lee
Re: Want people to watch your ads.
I seem to think ads in the 70's were better - catchy enough to sing and only 3 of them per 20 minutes of TV time.
I especially remember the Woolworths one from one Christmas "Harry's hover mower, just look how fast he's going! ... everybody needs a Woolworths so-ome time" So much better than, "OWN IT NOW ON DVD" (liars, its licensed...), and "THINGS YOU WON'T WANT TO MISS", er, yes actually I do want to miss it and I'm just plain tired of being bombarded by high-impact advertising which thinks it can force itself into my brain.
I don't know if I was more easily pleased or they were actually better ads, but they seemed fun. Now I"m likely to miss it all, because I'm playing XCOM instead of watching TV programs which have been spoilt by adverts.
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Friday 15th July 2016 17:52 GMT Voland's right hand
Wrong stats
This reminds me of the imbecilic consluttant which recommended Virgin Wines 10+ yeas ago to drop support for Mozilla and Safari on their website because they were (at the time) less than 10% of the UK web population.
Result - revenue drop 50% as "global 5%" did not correctly reflect the distribution of people who would buy expensive wine online and in that set Safari and Mozilla use was > 50%.
6% audience based on global count means totally nothing on the Internet as it may actually coincide with the 6% of people most likely to buy on the net and having the disposable income to do so.
So far there has been no analysis on how does ad-block usage relate to shopping on-net/off net habits and disposable income. My educated guess is that there is a very strong correlation. So the ad slinging marketing scumbag low life is right to be worried. However, moving that money to TV is of no use as the set who is using ad-blockers is not watching any ad-infested TV either.
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Saturday 16th July 2016 13:01 GMT DropBear
Re: Wrong stats
That may have been true (no it wasn't) back when PCs were still selling, but the smartphone / tablet era happens to herald the age of ubiquitous web shopping. There's a reason brick and mortar can't keep fending off Ebay and Amazon and the bajillion other sites from eating their lunch - by much, much, much,much, much, much many more than a measly 6% of anything whatsoever. Sorry, couple of decades wrong there...
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Biting the hand that feeds IT
