- CMO.com, Monday, February 22, 2016 8:19 AM
On CMO.com, Vincent Blaney, European brand director, media and digital at Millward Brown, maintains that in order to combat ad blocking the industry needs to focus on battling ad receptivity with
better content. Millward Brown's global AdReaction study contains many tips on how marketers can re-align their approach to stop a potential descent into an ad-blocked world. While consumers have a
greater amount of control than ever, that "does not necessarily equal giving consumers the full power over a website’s ads. It can also mean offering consumers a choice about which types of ads
they see, and presenting them with brands they are genuinely interested in." Further, "Moving away from small volume-high cost videos to high volume-low cost videos can help improve a brand’s
platform-specific content offering. User generated content on a smartphone, for instance, can be sourced in large quantities without extortionate costs – and is automatically suited to being
played on mobile," Blaney argues.
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