Around the world more and more of us are blocking ads on our smartphones. And that is throwing Internet companies such as Google and Facebook into a state of high angst. After all, they make a lot of their revenue from online advertising.
In The New York Times, Mark Scott reports:
" ... one in five smartphone users, or almost 420 million people worldwide [are] blocking advertising when browsing the web on cellphones. That represents a 90 percent annual increase, according to a new report from PageFair ...."
The biggest problem with ad blocking is in emerging nations. Residents use their smartphones to access the Internet. The ads slow down the process. So, of course, the ads must go.
This antipathy toward marketing is nothing new. In 1986, Harvard Business School professor Ted Levitt wrote about this in his iconic book "The Marketing Imagination." In a sense it was a defense of what the Don Drapers of "Mad Men" were up to.
It seems that America has always had a hate/love relationship with marketing. Now that is spreading across the world.