back to article Ad blockers responsible for rise in upfront TV ad sales, claims report

The upfront market for broadcast and cable networks has taken an unexpected U-turn from last year’s dip, seeing an increase in advertising sales of $800m to $18.6bn in the most recent completion. According to research firm Media Dynamics, this 4.5 per cent increase in TV ad revenue is a blow to OTT video platforms on PCs and …

Anonymous Coward

Politics is Funny

The majority of the people make it very clear they do not want ads, little is done except creatively finding ways to place more.

One small-minded person is offended by song lyrics, gets government to ban it across an entire nation.

http://www.rollingstone.com/music/news/dire-straits-money-for-nothing-banned-in-canada-20110114

(the decisions was quickly reversed, but displays the power of one sod)

The inmates are running the asylum.

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Subliminal ads

Who remembers when subliminal ads were banned?

Maybe they've worked out how, when the user fast-forwards through the ads, a subliminal message is presented to the user.

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Re: Subliminal ads

IIRC, there was never any evidence that they "worked", but there is plenty of evidence that flickering frames causes headaches and seizures.

All the good PVRs have "skip forward", which is much better for the viewer than fast-forward.

Sky boxes don't, but those are well known to be by far the worst PVRs on the market.

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Re: Subliminal ads

"Who remembers when subliminal ads were banned?"

Don't remember it at all. Escaped my consciousness. Must have been a subliminal ban.

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Re: Subliminal ads

You mean the idea that a single frame lasting 1/1000th of a second would somehow magically appear during a broadcast of a show/advert that was recorded in a 30fps format.

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Even if I see an add, I won't click on it. so all they are is annoying little things on any page that I see. I won't even look at them. On the TV Ads that show up before a video, I mute the sound and minimize the window for however long the ad runs and then I restart the video. So to the advertisers, you're no more than an annoyance and I'm not looking anyway. You're better off doing product placement.

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"On the TV Ads that show up before a video, I mute the sound and minimize the window for however long the ad runs and then I restart the video."

You just watch. Next thing you'll know they'll detect the ad is not visible and PAUSE it as long as it's covered, only restarting it when you switch back.

After that, it'll be ads for things for which there is no alternative (the market is captive), meaning the only option is to go without, which may involve Walking on the Sun...

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Careful with that product placement though - at some point I came really close to stop watching my favorite Firefly alumnus when they started conspicuously showing Windws phones into my face every five minutes on Castle. They definitely made sure I'll even refuse to simply use even a handed one ever, on principle.

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So, it makes sense for Netflix to fund the ad-blocker developers, no?

If the ads are pushed out onto TV land, they'll be even more annoying, causing more people to cut the cable and sign up.

I think we've figured out step 2.

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"Faultline is where media meets technology."

And then what? Milk and cookies? Inquiring minds, etc.

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I was thinking

more like bullshite

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or maybe just market growth

with gdp on the upswing (Stateside) one would expect that TV ads market would also grow. No need for "conspiracy" theories.

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The high incidence of advertising posing as 'journalistic content' (impartial content)

The high incidence of advertising posing as 'journalistic content' (impartial content) is probably a big driver of ad blocker adopation.

If only ad blockers would include blocking click-bait websites.

Here in Canada, in a printed publication an advertisement can only imitate the fonts and style of the host publication if it carries an "Advertisement" label immediately above it, to differentiate the advertising from (hopefully) impartial content.

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Anonymous Coward

Re: The high incidence of advertising posing as 'journalistic content' (impartial content)

Heh, if you're a fellow Canuck, then you noticed CBC's blatant ads for Apple and Win10 under the guise of journalism?

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ads? who does ads these day

Yay for subscription services. Netflix doesn't show me ads, just the occasional recommendation of one of their shows (which 1 out of 2 i actually turn out to enjoy watching). Live sports (darts is all i follow anyway), there's cheap streams for that. The only place i sometimes am confronted with ads is probably in the car. But with mobile bandwidth being virtually unlimited these days i can just stream music and podcasts from my server at home. Problem solved.

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Mushroom

Anyone know..

Why does ITV insist on ruining every film they show by inserting another program half way through? It was bad enough when they stopped a film to show the news in the old days but now they aren't forced to do that they stick some crap in there to drive viewers away. Somebody there need firing.

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MJI
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Re: Anyone know..

I do not watch films on ITV, a shitty little itv in the corner sees to that.

If its a film on ITV, I want to watch there are torrent sites for that.

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Mushroom

Don't forget the blipverts

Network 23 used them in Max Headroom. Proof that ads are bad for you.

Only Ad-blockers can save you!

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Killing the goose

Shhhh! Don't tell them that we're skipping the ads or they'll find a more intrusive way of trying to brainwash us, such as product placement. Imagine being immersed in a good drama when suddenly the leading actor pulls out a tube of haemorroid cream and extols it's virtues.

On a more serious note, I'm surprised the Freeview and Freesat organisations haven't insisted the PVR manufacturers disable ad skipping.

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Having read this lot

I feel there is money to be made advertising all of your competitors products to put people off buying them!

Shit, no I didnt say that, stop stop...

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Trollface

The more the money men smell blood in the water

the more they will try to subvert the whole system.

Talking of surreptitious ad-placement...

We'll get to that in a bit.

Something I have noticed recently - say the last week or two since I've properly posted - is that sites like the Daily Mail are now hard coding videos into their main page. This gets the whole fan whirring again like billy-o! It slows down loading, you know, all the benefits from having 4 fucking videos playing constantly on a single page. Nice work Einstein.

They get away with this because people have fast computers, but for those of us that don't, it's bloody rude.

Also, the Independent, has started nagging with every page 'WE SEE YOU ARE USING AN AD-BLOCKER'. That's right. What the fuck is it to you? Want me to go elsewhere for my comic reading?

It's actually illegal to probe my system for plugins. Against the law. Yet you think it is acceptable.

Because it is very easy to go elsewhere or not visit a site. There is not one single news site in the world today giving impartial news. The whole fucking lot is disgraceful propaganda. And they want me to pay to be lied to?

Another thing that is notable in the current deconstruction of the media is the fact that they have actually stopped writing articles. That is right. They have given up. They now link to or show rather, fucking twatter posts by no-marks. Not a coherent paragraph to even precis what it is they are trying to convey.

And they want me to pay? To allow my machine to be ad-raped by them on top? Fat chance bozos.

But yeah, talking of dirty tricks and ad-placement (as we earlier were). I've noticed a massive, disruptive even, tangent that all of the major Audio sites have taken lately. I'm talking the only ones that matter, the big ballers in the game.

They are absolutely riddled with posts about 'How do I get this Calvin Harris sound he used in "I'm gonna mug you off, bitch" - the one that sounds like a pair of spoons?'. Then they post in another section of the site, under a different troll name, all with less than 5 posts that registered last week, and they ask 'Do you think Calvin Harris is an untalented twat, or the great white hope of rock'n'roll music?'.

Of course, they get a response. It's pretty obvious that Calvin Harris, and I do mean Calvin Harris specifically has got his PR people to do false advertising via trolling on the site. The site owners know this as well, but for some reason don't seem too bothered. Times must be hard for clicks eh lads.

The quality of these sites has gone down so much that long term posters are leaving in droves, leaving only the most severe of autists that do not have a life to argue among themselves like a bunch of m****s. And oh the shit-storm that ensues if you try to point out that this is false advertising.

I'm not sure if Calvin Harris personally sanctioned this, it is probably one of his 50-60K PR people who had a bright spark one night. It does not reflect well on him seeing as he is the most successful DJ in the UK at the moment, and he is effectively fucking destroying what was a really valuable resource.

It's not just Calvin Harris and his people breaking the rules though. All kinds of low-life no-marks are at it and it is tolerated.

In short, Forums are dying a death. The good people who contribute want nothing more to do with the total bullshit that is going on there, and are voting with their feet, allowing the cancer to spread further. I've lost all respect for places that I spent years of my life at, giving, making a difference. Now I'm gone. I'm not missed. And that says it all.

So it's not just people trying to sell a product, it is people trying to sell a person or a lifestyle or a 'concept'. The forum policemen there are very careful about when they stick their head above the parapet, they will condescendingly correct someone for getting a fact wrong (in good faith even) but they will not risk upsetting the sites owners by pointing out a likely troll. I'm talking 80/20 percent likelihood it is a troll. Bums on seats, darlings.

Bums on seats m'boys.

At the end of the day, there aren't enough people fighting. And I'm getting tired of being one of the few people to point this shit out.

NO ONE CARES.

Carry on, you'll get away with it.

And they will, because they will get away with it.

And you will accept it.

And they will have won.

The only thing that shocks me more about what these bastards are doing is the fact that so few people find it unacceptable. So they will get what they deserve.

I'm stopping making music, I'm giving up computers and I'm disconnecting off the net.

I want no part in humanity any further if this is what it is.

You just didn't love your freedoms enough!

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Re: The more the money men smell blood in the water

"It's actually illegal to probe my system for plugins. Against the law. Yet you think it is acceptable."

One, under what law?

And two, what's to stop a server from detecting a blocker by, you know, noticing you're not calling up ads? That's entirely server-side and impossible to ban without stepping on Constitutional toes.

"I'm stopping making music, I'm giving up computers and I'm disconnecting off the net."

Then why are you still here?

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Anonymous Coward

When the Going Gets Tough for their laptop, The Tough Get Going To PC World

"sites like the Daily Mail are now hard coding videos into their main page. This gets the whole fan whirring again like billy-o!"

It's a conspiracy perpetrated by my crack team of fifth columnists within the Daily Mail operation. The videos ensure that anyone reading that right-wing POS and its Yank-targeted clickbaiting website has their overpriced laptop's poxy graphics chip overstressed so that it fails more quickly in a can't-be-repaired-you'll-have-to-spend-thousands-on-a-new-one Apple-like manner.

The reasoning behind this being that's what you deserve for reading the Daily f****** Mail. :-P

What does Billy Ocean have to do with any of this, though?

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Stop

A lot of TV content is pure advertising

Masquerading as editorial, news and current affairs.

That's why I don't watch TV.

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Anonymous Coward

Annoyingly, ads are now shown on airport arrival / departure information boards. I can't remember what the advertised product was, just that it was annoying waiting for the flight info to reappear.

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MJI
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Some of the web players are getting bad

And shitv are worst.

My wife likes a couple of their programmes, and occasionally due to scheduling changes, or too many things at once she misses them.

So power up a games console, BBC, C4, C5, and lots more but no shitv, why? They want mobile users not people on TVs.

Try computer, shows the adverts then will not show the show without UNINSTALLING adblocker from the PC, regardless of browser.

I got so ratty I reported them to various places including here and an official UK web watchdog (illegally inspecting my PC), well might as well mess them up.

Anyone have some greasemonkey scripts to sort this out?

End result has been that the last shitv programme I watched was Downton Abbey, so 1 series ina year because their channel is too painfull is ridiculous.

And yes I used to watch ATV a lot when I was younger, remember TISWAS?

I am watching less and less TV now, just annoys me too much.

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Re: Some of the web players are getting bad

"illegally inspecting my PC"

It's not illegal. It's entirely possible to detect ad-blockers completely server-side simply by seeing if the ad videos get called up or not. If they won't let you see the video without requiring the ad be served first, that's basically your problem as they've made the ad the price of admission. It's done with their equipment so their rules apply, and it's all legal. You either bend over, hope and pray for something like a torrent (and the networks know about it and can send out fake torrents), or just go without that episode.

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MJI
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Re: Some of the web players are getting bad

Thing is it does show the ad videos then not show the programme, ABP was disabled on that domain.

So how come I see the ads and not the programme?

And yes torrents are the answer.

shITV help actually say you have to uninstall, good job it is only crap daytime shows which my wife could miss that normally get lost.

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Anonymous Coward

Re: Some of the web players are getting bad

"And yes torrents are the answer.

shITV help actually say you have to uninstall, good job it is only crap daytime shows which my wife could miss that normally get lost."

Torrents can be poisoned or fake. If they're really serious, they'll create fake files with hash collisions to really mess things up.

As for uninstalling, they just say that on general principles. If they're showing the ads and not the program, then something in your browser is creating odd requests on the server which it then interprets as malformed requests. Probably ad-blocker-blocker tech and all that which they've set uber-restrictive. At which point, it's time to choose. And BTW, many TV shows don't make it onto torrents unless they're REALLY popular. I've looked.

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Anonymous Coward

"Telly is back"

You don't fool me.

He died years ago, and those episodes of Kojak are repeats.

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FAIL

even on footy

they're running so much junk on the screen you almost can't watch a game (well, some of them are downright un-watchable anyway, but that's another story).

I'm in the "make me change stations i may not be back today." camp.

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Re: even on footy

Since so many people are getting skilled with channel-surfing, they synchronize breaks so that no matter which channel you turn, you see a commercial. Meanwhile, inline ads are the last bastion: embedded right into the broadcast, part and parcel and inseparable, forcing you into the ultimate "Take It or Leave It" situation: ads and all or not at all. Not even hidebound traditionalist events like Test Cricket are immune (sure the uniforms are clean, but you can't say that about the field). And since the sports themselves need the ad revenues to keep things going (otherwise they have to raise ticket prices beyond the tolerance point), you start to wonder how it will all end...

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Apples and Oranges

My solution is to simply repeat the practice that is already in-place on television, and apply it to the web. Which is to say: The content creator eats the price of bandwidth for the ads, and uses his own equipment to broadcast them on the same station (i.e.: domain) that the primary content comes from.

It's absolutely no different than the system they prefer anyway, and would largely circumvent ad blockers.

If they applied the system they're using on the web to television, they'd be taking over your TV, switching to an all-ad station, make you watch it for a period of time, and then switching back to the channel you originally tuned to. Pretending surprise that people might resist such a scheme is completely disingenuous. I'm sure you would find ad-blocking devices becoming available for your television that would prevent the hijack altogether or block ad-only channels' frequencies.

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Anonymous Coward

Re: Apples and Oranges

Problem is that the analogy doesn't work. Web sites work on much tighter margins than television networks (the majority of which belong to conglomerates who can bundle channels). The only firms that can internalize ads are places like Google with internal ad networks. Otherwise, a lot of honest hobbyist places (not to mention gaming clans) would likely disappear due to lack of funds to keep them running otherwise.

"If they applied the system they're using on the web to television, they'd be taking over your TV, switching to an all-ad station, make you watch it for a period of time, and then switching back to the channel you originally tuned to."

Don't blink. That could be next. My cable box already force-tunes to a "timed out" channel if I don't do vigilance controls.

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