• by Sean Hargrave , Staff Writer, July 1, 2015

Figures around ad-blocking can often seem sensationally high, and so I am more prone to believe the IAB UK figures out today, which show that 15% of Britons block ads -- that's roughly one in seven. It just seems to be a more reliable figure than the one in three that one occasionally hears, typically in reports that round up several countries or regions into one key finding. In keeping with most other research conclusions, it concurs that the habit is most prevalent among millennials -- particularly men.

In fact, one in three men between the ages of 18 and 24 are currently blocking ads -- and overall, across the ages, men (22%) are more than twice as likely as women (9%) to block ads. 

Perhaps the most interesting finding comes when the layers are peeled away and the IAB gets to the heart of the question. Less than half of the population actually realises the sites they use are free because they are funded by advertising and so do not draw a connection between the viability of the service if they turn advertising off. Strangely enough, men -- who are most likely to block -- tend to be more aware of this than women and young men, the most prevalent blockers, are more likely to know than older men and women. In fact, 59% of men ages 18 to 24 know that free sites rely on ads, yet one in three still block them.

And the sting in the tail -- two in three report they still want sites to be free but without ads. Only one in five actively accept the economics of publishing and don't mind free sites being supported by advertising.

So those are the statistics. Here's my two pence worth. Publishers can help the situation by -- wherever possible -- only allowing ads to appear on their site that only occasionally cover the editorial -- and when they do so, have a clear "close" button. Then, you need to grow a spine and actively detect ad-blocking software and block users receiving your content.

This can be done in a nice way, through a page that points out the economics of digital publishing. As I've blogged before, this could be combined with an offer to turn off the ad blocker and receive the content or maybe an ad-free subscription package.

If the person does not go for either option, you've lost nothing -- they are just a freeloader who is costing you money.

Let's be very clear. At least half the time, these are not people accidentally blocking ads and they are not always clueless as to the impact it has on a publisher. The biggest blockers know exactly what they are doing most of the time.

Beyond young males, however, there is the half of the population that can still be reached, that doesn't realise how crucial ad blocking is to them receiving free sites.

If the message isn't relayed to them in a 'you can't have your cake and eat it' style narrative, then publishers cannot blame half the market for remaining uneducated. Publishers have nothing to lose from this and stand only to gain. It's the ultimate no-brainer. Develop a spine and tackle the blockers head on and educate those who may not be aware of the implications of their action.