It's only going to get harder to reach rich people through traditional advertising, ad industry sources warn.
that by the end of 2018, 30% of internet users in the US would be using an ad blocker, up from 25% two years earlier.Advertising industry execs say the trend is the result of marketers flagrantly shoving ads in front of people for years without regard to the user experience.
It's especially a concern for advertisers trying to reach high-income consumers who can afford to pay to avoid ads. Over time, that group will become scarcer and more expensive for advertisers to reach. In entertainment, it's really just been TV that has been ad-supported, and it's a significant portion of media consumption, said Jay Friedman, president at Goodway Group.
"If people pay for ad-free, [advertising] becomes something you have to put up with because you're unable to afford an ad-free environment," Joshua Lowcock, global brand safety officer at Universal McCann, told Business Insider."Then the question mark is: Who are you advertising to, then?"Advertisers aren't overly concerned about it now, agencies say.
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