Our client, video advertising company Teads, has launched a campaign to help people understand how advertising funds the things we love. It includes this short film inviting people to ‘imagine a world without advertising’.
The campaign comes at a critical time. According to Teads’ research, the vast majority (65%) of UK adults think society would be worse off without free or low cost, high quality editorial from newspapers, magazines and their online sites. Yet, consumers underestimate the contribution of advertising revenue in sustaining the business models of quality publishers. Around half of UK newspaper revenues come from advertising, rising to 75% for pure online titles, yet 62% of consumers underestimated this amount, or simply didn’t know.
And for several years, the use of ad blockers has been rising: today, 15% of UK consumers have them installed.
Most publishers now reach far larger audiences online than in print: 7 out of the 10 popular news websites in the UK are free to use and supported by advertising revenue. The growing use of ad blockers could be catastrophic: recent research showed that ad blockers will hit global ad revenues by more than £14 billion in 2015.
Ironically, those who use ad blockers are 12% more likely to value low cost or free editorial than the general population.
However, as Teads point out, consumers can’t simply be blamed for using ad blockers online: too often the advertising they’re confronted with online is interruptive and irrelevant.
Advertisers must respond with far better ads that are less intrusive and more relevant to consumers. That’s exactly what the campaign is calling for and we’re proud to be supporting Teads to get the message out.