Consumers Try to Outsmart the Ads Before They Outsmart Their Wallets

In the United States, online ad spending grew 23 percent from the first half of 2010 to the first half of 2011, totaling $14.9 billion for the first half of this year. This puts it well on track to exceed last year’s $20 billion in spending and reach eMarketer’s projected $31.3 billion total 2011 online ad spend. There’s no denying it: consumers are being marketed to more than ever, especially online. <?xml:namespace />

In fact, almost every major industry increased online ad spending this year. Compared to the first half of 2010, the retail, travel and financial services industries saw the highest rises in online ad spending at 30 to 40 percent each. And now, not only are consumers subjected to intrusive and sometimes annoying ads more than ever, but retailer websites like Amazon.com are even getting in the ad game with cookies that allow them to re-target and re-advertise to the individual on other sites later, all in hopes of eventually completing the sale.

With the rise of ads, however, also comes the growing desire to keep them at bay.  First there were DVRs, which have taken the United States by storm with, according to Nielson, a 31 percent jump in DVR usage over the last two years.

Now rising in popularity: online ad blockers. More than 15 million people use them, and that number is continuing to grow along with the consumer trend to limit marketing exposure in general and online, a movement that is already extremely popular in other countries. Recognizing this, ad blockers empower people with the option to steer away from manipulation by retailers and even personalize that ad space with their favorite applications.

Down the road, who knows, with consumer demand there may even be a way to block or change billboards we pass while driving down the street.

By Michael Herndon, CEO of OverApps, a completely free downloadable browser add-on that empowers people to block online ads and personalize their web experience. Michael has led the launch of OverApps, which not only enables the user to limit their exposure to advertising, but also make that space work for them by covering over ads with apps of the user’s choice, such as social media, games, news, weather, entertainment or utilities. For more information, visit www.overapps.com.