CHALLENGE_
Create a digital communication campaign aimed at 18-35 year olds of Europe. A campaign that informs the audience the critical role that advertising plays in funding free content, raises awareness to the potential problems caused by Ad blocking and highlights the current problems caused by the recent surge of Ad Blocking.
BACKGROUND_
European Media Alliance (EMA) is a media network of leading European broadcasters to enhance geographical reach and investment opportunities in the digital space. This includes the press, comprising newspapers and magazines, the commercial television companies and the digital industry. In common, they all rely on advertising to be able to provide free access to online content and services for consumers.
INSIGHTS_
• Most people do not realise that advertising funds free online content and services.
• 1 in 6 switched off their ad blocker because they couldn’t access some content with it installed (Internet Advertising Bureau UK, 2016).
• AdBlock doesn’t just block adverts it can make content disappear too.
• Studies show that only 2% of internet users would be willing to pay the cost that is today covered by advertisement to access information online (Secret Media, 2015).
• ‘AdBlock’ was an open source project created by a community of developer inside the Mozilla project in 2002.
From our research we found out how ad blocking doesn’t just block adverts it can also make content disappear. This was an important concept we had to communicate through our ideas.
PROPOSITION_
Advertising fuels free content.
STRAGTEGY_
Show the consequences of using ad blocking.
INITIAL IDEAS_
FINAL IDEAS_
The big idea is to use well known quotes that a large number of people will know however there are words missing from them.
TEAM_ Callum Stokes-Newens, Henry Nice and Maaike Pull.
