TituloTeam: Kite Media
PostedNovembro 2016
História The estimated global revenue loss due to blocked advertising during 2015 was $21.8 billion. Increasingadblocker software downloads could result in online publishers having to charge for access to theircontent through subscription fees and similar.
Ad-blocking is popular in the UK with 20.3% having downloaded it in 2015. Additionally research hasshown a strong resistance to paying for online content amongst UK consumers.
The target audience chosen for this campaign are ‘Digital Dependents’, who are 20-30 year oldmillennials. They are heavily reliant on online communications, smartphone technology andapplications, meaning that slowing ad-blocker downloads in this group will have a very positive impactin regards to saving ad revenue.
Questionnaires revealed that our TA benefit daily from the free Information Society, as they are heavyusers of social media, news and entertainment sites. Results revealed that Digital Dependents feelentitled to free content, having grown up with limitless free access and they are reliant on digitalinformation in all aspects of daily life.
In-depth interviews reflected several themes evident in our surveys but also highlighted that our TA:have a desire to access the internet uninhibited, feel an entitlement towards free resources and lackknowledge of the costs and manpower behind producing online content.
These insights underpinned our strategic approach, which was centred around raising awareness thatcontent doesn’t come free, and changing perceptions of entitlement to privilege. Additionally, ourfindings informed us that the campaign should be relevant to the reader and aesthetically suited tosurroundings. It was also agreed that any visuals should not mention ad-blocker to avoid raisingawareness. Our campaign will change the association of “advertising” from an annoyance to a mediumthat allows the privilege of limitless content at no monetary cost to the consumer.