Kelly Scott Madison

Summer 2015 State of Media

10/23/2015

 

Summer 2015 State of Media magazine sheds light on ad blocking controversy

Many in the industry are keeping a close eye on ad-blocking technology, as some are claiming growth in adoption rates over the past few years. For this edition’s cover story, KSM and ORC International dug into the controversial issue by conducting a consumer research study.



Chicago, Ill. – 

Kelly Scott Madison (KSM) recently released its summer 2015 State of Media magazine, providing an analysis on trends in the advertising industry and how those affect both marketers and consumers alike.


The summer 2015 State of Media offers 26 pages of editorial-style insight into an array of subjects ranging from television’s viewership battle with streaming, to the magazine’s newest feature, a rotating sports corner. Aside from detailing the next wave of developments in media and observations on changing consumer habits, the summer 2015 State of Media also serves as a comprehensive landscape overview for marketers. 


“The State of Media provides a better perspective of the trends currently shaping our industry,” said KSM President Joni Williams. “Whether it’s the newly-introduced Apple Music platform, the 2016 election, first-party data, premium sports or ad-blocking technology, these are all issues affecting everyone who interacts with media.”


Ad blocking

Many in the industry are keeping a close eye on ad-blocking technology, as some are claiming growth in adoption rates over the past few years. For this edition’s cover story, KSM and ORC International dug into the controversial issue by conducting a consumer research study. 

“This is an important topic in our industry, and although there have been some articles released, nobody addressed the bigger picture,” said KSM Vice President and Group Media Director Elizabeth Kalmbach. “We wanted to provide context and perspective to the current usage trends, while sharing what that means for not only advertisers and brands, but consumers too.”


Online advertising and ad-blocking has not yet reached the tipping point with consumers, but current numbers show some areas of concern for the industry. To date, 45 percent of those surveyed were “extremely” or “very” influenced by privacy settings when choosing a browser. This number was decidedly higher for ages 18 to 24 years old and 25 to 34 years old, at 54 and 49 percent respectively. 


Nevertheless, concern does not necessarily lead to action, as only 29 percent of all adults actively set their browser to limit or restrict websites from gathering web cookies. Though this percentage actually increases as consumers age, meaning that older users are more likely to take action that adjusts their Internet usage experience than younger users.


While the rate of those who installed a blocking technology last year, compared to the span of two to five years ago, increased by 31 percent, 76 percent of the same respondents later stated they do not plan to add an ad-blocking technology within the next year. 


This indicates that for the time being, a majority of those concerned enough about online ads to take action have already done so. Current ad blocking numbers pin global utilization at about 5 percent of total Internet users, or just 144 million people. With this in mind, ad blocking clearly has a long way to go before it reaches mass adoption levels.


Other key focus areas in this quarter’s edition include:

Pay-TV and OTT: The Crossover Continues (page 4)
Sports Corner (page 8)
Ad Blockers (page 10)
Apple Music Takes on Challengers (page 14) 
Are You Using Your First-Party Data? (page 18)
Gearing up for the 2016 Election (page 21) 

 

A digital version of the magazine is available on KSM’s website, or interested parties can request a hard copy by emailing their mailing address to info@ksmmedia.com with the subject line "Send summer 2015 SOM magazine." 


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