Video company Unruly and media agency Mindshare have issued what they call a “manifesto” for digital advertisers looking to engage viewers in the Asia Pacific region, where a survey revealed 90% of consumers are willing to turn to ad-blockers. The manifesto is an attempt by both companies to convince their clients that ad blockers aren’t just about blocking ads, but also about protecting users from unwanted content as well. Instead, the manifesto suggests marketers be more “polite” in their approach, with authentic, relatable ads that offer a worthwhile user experience and are “content that’s worth watching”.
Video company Unruly and media agency Mindshare have issued what they call a “manifesto” for digital advertisers looking to engage viewers in the Asia Pacific region, where a survey revealed 90% of consumers are willing to turn to ad-blockers. The “interruptive video model” of hard-selling, out-of-context ads with no emotional connection to the consumer has to change, according to Unruly’s APAC CEO, Phil Townend. Instead, the manifesto suggests marketers be more “polite” in their approach, with authentic, relatable ads that offer a worthwhile user experience and are “content that’s worth watching”.