Anthony Bonna was recently quoted by the National Journal about the impact of ad-blocking software on political digital advertising. The basic message – yes, some viewers are going to ignore ads, but it’s nothing to flip out about.
Here’s the excerpt:
“But ultimately, consumers avoiding ads isn’t anything new for advertisers. The Reuters Institute report says 30 percent of Americans surveyed just ignore ads. Ad-blocking online may be a growing trend, but avoiding ads isn’t.
‘Any advertising platform that you use, the people who don’t want to see the ads are going to find ways to avoid them,’ said Anthony Bonna, a senior strategist at the Stoneridge Group, who works with Republican candidates. ‘With TV, you’ve got TiVo; with print, you have people who just throw the junk mail away. I think there’s now going to be that class on the Internet that tries to avoid ads at all cost.'”