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Alexis Budejen of Wing: Brands must focus on ad concepts to avoid blockers
Maye Albornoz| 1 de enero de 2016
Alexis Budejen, director de Arte de Wing
The increase in the use of ad blockers is a hot topic for the advertising industry. Some experts regard it as the major threat over online advertising, and even organizations such as IAB are considering legal actions against technology companies that provide ad blockers services. Alexis Budejen, Art Director at Wing said that efforts must aim in developing quality concepts for ads in a way that a strong connection with brand content is established, and the public can enjoy and seek to view them. “The reason why companies are developing ad blockers is because people dont relate to ads, they dont want to view them, they feel invaded, and they really cant familiarize themselves with them. I believe that brands should focus on the concepts they are using and with who they are collaborating. 30 second videos uploaded to YouTube are not working. If people want to see your brand content, they will visit your website” he assured. According to a Global Web Index survey, approximately 34% of the people that buy digital content also blocks ads, while only 24% click on the ads. While according to a PageFair and Adobe research, the ad blocking will cost advertisers US$22 billion.
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