Digital Cruise

My Response: Opinion Column Designers and Ad Blockers

poploser:

Smashing thinks designers shouldn’t use ad blockers. There is certainly a compelling case to be made, but I’m not sure they nailed it (especially given the sheer quantity of ads on their site).

Nothing succeeds when individuals are selfish. Ultimately, selfishness will lead to demise because a community cannot truly thrive if the individuals that comprise it are only in it for themselves. When you choose to block ads while you surf the web, you’re basically saying “I only care about my own comfort, and I don’t want anyone else to benefit from my web surfing.” It’s a shame that any web designer would have that attitude.

I know a lot of people in advertising who block ads as well - I don’t myself, but honestly those who work in this community stand at the forefront of bringing around much-needed change.  In this day and age, ad blockers are a reality and it isn’t just consumers who are using them, maybe we should all take the hint and think proactively about what needs to evolve in the digital advertising space. The web provides an unprecedented opportunity to engage in dialogue with consumers and advocates — and yet the advertising community continues to rely heavily on intrusive, one sided messaging tactics that, sorry to say it, are increasingly less effective. 

I say go ahead, block those ads, but let’s band together and come up with an engaging organic way to inform target consumers that doesn’t involve smattering their web experience with messages that are irrelevant. I think the opinion shared in the column is short-sighted and narrow - a dangerous combination that, sadly, is held by many in the marketing world who lack the imagination to see the possibilities.