Our impatience is costing businesses $22 billion

The number of people using ad blockers has risen to 198 million

Earlier this week we told you that YouTube will be introducing unskippable ads shortly; is this unfair on the consumer or a good business decision?

YouTube has recently celebrated its 11th birthday and the company is introducing a new form of advertising in an attempt to engage viewers in the products advertised on the service. Research has shown that half of 18 - 49 year olds watch video on their mobile device first, ahead of their TV or computer. 

The new bumper ads will be six seconds long and provide "snackable" advertising. It's thought that brands will use this format as part of a wider campaign using the traditional True View ads. Content publishers have had to rethink how they host ads as the number of users availing of ad blockers has risen 41% in 2015, costing the publishers $22 billion.


Ad blockers are free extensions that allows users to block unwanted ads and disable tracking. They block everything from a simple banner to brand-sponsored content. In the age of subscription services and content on demand, is the request for consumers to sit through between 6 and 30 seconds of ads too much? 

For much of YouTube's 11 years in existence we were spoilt with ad-less content but as the quality increases, so do the costs in production and hosting. Advertising was introduced to the world of YouTube in 2008 but has only been rolled out in a uniform way in recent years. The move to introduce "unskippable" adds has been criticised by some, but surely where compared to the 3 - 4 minutes of advertising on TV this seems reasonable?

While the new bumper ads have been described as 'unskippable" it is possible to get around them; subscribe to the service. 

Facebook acknowledged for the first time this year that they are concerned about the ad-blockers. 96% of Facebook's revenue is generated from advertising and the rise in ad-blockers could impact this income. They have recently launched an ambitious 10 year plan and we can be sure that fighting the use of ad-blockers is on their agenda.