Two types of ad-blocking users: the difference between traditional ad blocking and modern ad filtering
We all have a lot of conceptions or ideas about what ad blocking entails. Chief among them would be assuming all users with ad blockers installed on their devices just block everything, without exceptions. This is what we usually call the ‘scorched earth’ user.
It may not come as a surprise that such users exist, as user experience has been greatly compromised over the years due to the early growth of digital marketing and the prioritization of maximizing profits via advertising. If user experience is poor, the user will get frustrated and seek a solution. In this case, the solution can be blocking all types of advertisement, and thus regaining a modicum of control.
This type of solution, however, further damages the internet ecosystem and the value exchange between publishers, users and advertisers. Publishers and content creators lose their ad revenue and may seek alternatives such as paywalls or anti-ad blocking messages, further hurting their website’s user experience, and potentially driving users away altogether.
Though, as we’ve mentioned in previous blogs, this is also an unfortunate result, because a large number of internet users understand the importance of supporting publishers, content creators and advertisers to keep a balanced online ecosystem, just as long as their user experience does not suffer.
Ad-filtering users are users who have blocked ads in the past month but say they also discovered brands or products via online ads, or have clicked on an online ad in the past month, according to GWI. And there are nearly 200 million of them.
These users are open to seeing ads, and hundreds of millions of them actively accept viewing ads that do not harm their user experience. That is: ads that are not annoying, not intrusive and that do not compromise privacy.
Ad-filtering users are great at discovering brands and products; 59.7% of them find new brands on websites, according to GWI data. Also, 64.8% of selective ad-blocking users learn about new brands through online activity, including apps and websites. Both these numbers are twice that of scorched-earth users and non-ad-blocking users!
This means that ad-filtering users can view their favorite online content, discover new brands and support the free web through accepting ads that do not compromise the user experience. This allows publishers and advertisers to get compensated, while also motivating them to practice more respectful advertising.
The more that acceptable forms of advertisement are encouraged, the more normalized they will become, leading to a thriving and balanced online ecosystem. And there is proof that this is already happening. The proof is in the over 200 million users who have chosen exactly that through Acceptable Ads.