Ad blocking software is blocking a quarter to a third of all digital ads. Advertisers should take this into account when calculating ROI and impact.

1. Augustine Fou- 1 -
Ad Blocking
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
May 2014

2. Augustine Fou- 2 -
Marketing Science (May 2014)
N = 503 – approx 33% use ad blocking

3. Augustine Fou- 3 -
PageFair (Dec 2013)
http://pagefair.com/
23%
Ad-blocked

4. Augustine Fou- 4 -
Ad Blocking by Browser
http://pagefair.com/ http://clarityray.com/

5. Augustine Fou- 5 -
http://pagefair.com/
Ad Blocking by Category

6. Augustine Fou- 6 -
http://clarityray.com/
Ad Blocking by Category
9.26%

7. Augustine Fou- 7 -
http://clarityray.com/
Ad Blocking by Country

8. Augustine Fou- 8 -
Dr. Augustine Fou – Chief Digital Strategist
“I study trends and advise clients on optimizing
their digital marketing. The use of ad blocking by
consumers is their way of telling advertisers they
dont want interruptive ads. But they do want
something of value that helps them make purchase
decisions.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
Augustine Fou@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

9. Augustine Fou- 9 -
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Augustine Fou- 9 -