Ad Blindness leading to a New

Society-No content and

more filter

Joanna Gao

Film 240

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Consumer Culture

Consumer Culture: Economy focused on selling to the

population and the use of customers’ money

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Material Goods = Happiness and Good Life

A way of Lifestyle Targeting

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Sociological and Psychological Method

Benefits -drives economy to spend money

-view spending as bonding; social

economic cause social phenomenon

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Negatives?Possibilities of people overspending

= debt financial problem

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Competitiveness = trying to keep up with

others/ main stream

Associated with greed = wanting more

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Due to ad increase, consumers have begun to filter Ads by ignoring the ones not of interest

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86% of consumers suffer from Banner Blindness

“Results showed that only

14% of respondents

recalled the last display ad

they saw and the company

or product it promoted”

Quote: "Study: 86% Of Consumers Suffer From Banner Blindness". Adotas.com. N.p., 2016. Web. 23 Oct. 2016. Photo: <a href="http://www.freepik.com/free-photos-vectors/man">Man photograph designed by Kues - Freepik.com</a>

“a typical adult’s daily media consumption has grown from 5.2 hours in 1945 to 9.8 hours (or 590

minutes) currently”

Studio Q, Van Thompson. "What Is Consumer Culture?". Smallbusiness.chron.com. N.p., 2016. Web. 23 Oct. 2016.

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With content coming from 5 different sources, on average a person can come across 360 ads per day

“depending on what’s

included, other studies

support that message and

brand ‘exposure’ can range

from 3,000 to 20,000”

Photo: <a href="http://www.freepik.com/free-photos-vectors/paper">Paper vector designed by Freepik</a>Photo: <a href="http://www.freepik.com/free-photos-vectors/business">Business vector designed by Freepik</a>Quote: Johnson, Sheeree. "New Research Sheds Light On Daily Ad Exposures". SJ Insights, LLC. N.p., 2014. Web. 23 Oct. 2016.

“Intelligence marketing, thought leadership, advertorials, infomercials… all these classic marketing formats were developed to meet business

goals – sales, conversions, brand engagement – by adopting an essentially editorial approach”

Though marketers face a new case where strategies of promoting a brand needs to change due to Ad sensitization

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“For advertisers spending billions to reach people, one of the biggest

concerns is to understand how people are consuming media,”

Krashinsky, Susan. "Four Ways Canadians Are Consuming Media Differently". The Globe and Mail. N.p., 2014. Web. 23 Oct. 2016.

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“Users almost never look at anything that looks like an advertisement,

whether or not it's actually an ad.”

-Nielsen, Jakob. "Banner Blindness: Old And New Findings, 10-Year Research Overview". Nngroup.com. N.p., 2016. Web. 23 Oct. 2016.-<a href="http://www.freepik.com/free-photos-vectors/comic">Comic vector designed by Freepik</a>

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What can consumers do to get more access to the internet

without the extras? Ad Blocking

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“198 million people globally are now blocking ads, up 41 percent

from 2014. In the US, ad blocking grew 48 percent from last year, to 45 million users”

Rosenwald, Michael. "The Digital Media Industry Needs To React To Ad Blockers ... Or Else". Columbia Journalism Review. N.p., 2016. Web. 23 Oct. 2016. <a href="http://www.freepik.com/free-photos-vectors/arrow">Arrow vector designed by Freepik</a>

What has changed?

“while print ads were relatively innocuous and

unavoidable, digital ads are different. They aren’t static.

They blink. They follow. They irritate. And readers can do

what they never could in print: erase them.”

Rosenwald, Michael. "The Digital Media Industry Needs To React To Ad Blockers ... Or Else". Columbia Journalism Review. N.p., 2016. Web. 23 Oct. 2016. <a href="http://www.freepik.com/free-photos-vectors/school">School vector designed by Aranjuezmedina - Freepik.com</a>

With all the desensitization, there is

an occurrence of a ripple effect

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“Users are inadvertently putting their favorite websites out of business,”

Rosenwald, Michael. "The Digital Media Industry Needs To React To Ad Blockers ... Or Else". Columbia Journalism Review. N.p., 2016. Web. 23 Oct. 2016. <a href="http://www.freepik.com/free-photos-vectors/business">Business vector designed by Freepik</a>

By ad blocking on websites that you frequently visit, you are taking away and limiting a source of

income for the website provider.

Overall, we are potentially looking at a future with no content as we are unwilling to accept advertisements or

because we have blocked them off completely

Rosenwald, Michael. "The Digital Media Industry Needs To React To Ad Blockers ...

Or Else". Columbia Journalism Review. N.p., 2016. Web. 23 Oct. 2016.

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photograph designed by Creativeart -Freepik.com</a>

“advertisers [need to] understand how to craft marketing communications in a changing media environment…front-loaded

attention spans, which drop off quickly,”

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/microsoft-study-looks-at-attention-span-of-digitally-savvy-canadians/article24359527/<a href="http://www.freepik.com/free-photos-vectors/business">Business vector designed by Freepik</a>

Works Cited

Johnson, Sheeree. "New Research Sheds Light On Daily Ad Exposures". SJ Insights, LLC. N.p., 2014. Web. 23 Oct. 2016.

Krashinsky, Susan. "Advertisers Cash In On Attention Spans Of Digitally Savvy Canadians". The Globe and Mail. N.p., 2015. Web. 23 Oct. 2016.

Krashinsky, Susan. "Four Ways Canadians Are Consuming Media Differently". The Globe and Mail. N.p., 2014. Web. 23 Oct. 2016.

Nielsen, Jakob. "Banner Blindness: Old And New Findings, 10-Year Research Overview". Nngroup.com. N.p., 2016. Web. 23 Oct. 2016.

Works Cited- Continued Rosenwald, Michael. "The Digital Media Industry Needs To React To Ad Blockers ... Or Else". Columbia Journalism Review. N.p., 2016. Web. 23 Oct. 2016.

Studio Q, Van Thompson. "What Is Consumer Culture?". Smallbusiness.chron.com. N.p., 2016. Web. 23 Oct. 2016.

"Study: 86% Of Consumers Suffer From Banner Blindness". Adotas.com. N.p., 2016. Web. 23 Oct. 2016.

Toole, Catherine. "Brands As Publishers: Inside The Content Marketing Trend | Curve". Curve.gettyimages.com. N.p., 2016. Web. 23 Oct. 2016.