100 million using ad-blockers by 2020 This is the seventeenth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.I have long maintained that advertising as we know it is becoming increasingly irrelevant. There is mounting evidence to suggest that we are moving out of the ‘advertising era’ of marketing and into […]

100 million using ad-blockers by 2020 This is the seventeenth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.I have long maintained that advertising as we know it is becoming increasingly irrelevant. There is mounting evidence to suggest that we are moving out of the ‘advertising era’ of marketing and into a more ‘cognitive era’ of marketing. Evidence for this includes: The death of traditional media (newspaper advertising is declining by 17%/ annum) The massive growth in the use of subscription services (e.g. Netflix and YouTube) The massive increase in the use of Adblockers (100 million Americans by 2020) Traditional media is in its death throes. Advertising expenditure in most traditional media is in decline. The major exception seems to be billboards, and radio is relatively static. All other traditional media are attracting fewer and fewer users and, therefore, fewer advertising dollars. The saviour for advertising…