Ad-blocking and traditional DVR/time shifting behavior have much in common.
Speaking at OMMA LA, Nick Frontiera, account director of Saatchi & Saatchi LA, says about DVRs: “It hasn’t killed the [TV] medium; ad blocking looks to do the same [for digital].”
Dan Davies, director of media sciences of MullenLowe Mediahub, agrees: “Not everyone has a DVR.” And concerning ad-blocking for media users, he says “it’s probably smaller [population] than those that have a DVR.”
Jon Haber, co-founder of Giant Spoon, says: “I wonder if ad-blocking is a symptom of a bigger problem.” Haber says small publishers as content creators might have to think about different distribution systems. He adds perhaps big content creators will need to focus on monetization.