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Consumer Hijack:
How Consumers are using Browsers to
intervene in your
Internet marketing & communication efforts
March 2007
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
I won’t take
this anymore!
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
Web advertising growth & search engine use for product/service discovery
undertaking. The power of the consumers’ total hijack is upon us- what can you
do?
§ Banner Ad blocker(s)
§ Browser based-website opinion & navigation reviews
§ In-built price comparison
§ Multimedia Killers - Bringing audio & flash intros to a halt
§ Multimedia asset extractors/downloaders
§ Content aggregation/update - RSS: tickers, aggregators, readers
§ Social book-marking
But these add-ons also address the marriage of the social web & the browser.
From Word of Mouth to Word of Mouse: the emerging social web, its network
of influences and the new souped-up browsers
Much of the retail-space available for the browser has become an on-going
battle ground. Companies and individual developers have created and offered
(freeware) a myriad of “add-ons” that provide an enhanced user experience
that fully addresses digital-life styles, and the need for privacy in a non-intrusive
ad-free world .
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
Banner Ad blocker(s)
Ad-blockers can be deployed at the browser, desktop or combination of
both.
AdsNoMore-desktop (1),
Firefox’s Adblock add-on
(2), and NoScript (3) are 1 3
One of many Ad-blocking
possibilities.
As a company you will have no idea of what consumers are saying about
your products/services and
websites unless you join these
networks. These
include:
1
3
The Dealio widget (1), The Pronto add-on (2); and the
ComparePricesOne Click (3); allow consumers to compare prices and
bypass banner-ads and persuasive campaigns.
Whilst free for Firefox, there are commercial paid-for offerings for IE that
bolt on to the browser to offer similar
functionality.
© TechnoPhobia 2007
William Doust GreaseMonkey Scripts can
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(in many, many ways)
Consumer Hijack: How consumers are using browsers to avoid banner-ads
This extraction process can be achieved by the consumer via Firefox add-
ons, third party commercial products, greasemonkey scripts, or
bookmarklets. The outputs can be saved in native video or audio formats,
and, if so desired, edited for further manipulation with corresponding
software.
1
UnPlug & DownloadHelper
(1), and GreaseMonkey (2),
are in browser add-ons,
2 while ReplayAV (3) is third-
party software that captures
AV files or streams.
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
Social book-marking
The phenomenal growth of web-based bookmark archiving and sharing
enables users to mark-up websites with keywords and corresponding
descriptions. Viewing these descriptions requires joining the particular
social book-marking website (sign-up is often free). The expressed opinions
could either propel interest towards merchants or plummet their
credibility.
1
2
1 2 3
© TechnoPhobia 2007
William Doust
(1)An
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2006091403 personal
meaning & categorization; 8 of 23
(2) Collective aggregation of individual interpretations of data objects/content (wisdom of crowds);
(3) Interaction of shared categorization through enablers such as tagging makes folksonomy powerful
Consumer Hijack: How consumers are using browsers to avoid banner-ads
Bookmarklets
Other technologies that may hijack consumer attention outside the scope of
this paper
1
2
Snippet, Mini and Flake. Web Widgets often but not always use Adobe
Flash or JavaScript programming languages."
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
Technology is allowing
consumers to time-shift content
to suit their life-styles within
broadcasting and the web.
Fast forward three decades and the current digital landscape has seen
corresponding developments of Personal Video Recorders (PVRs) and Digital
Video Recorders (DVRs) which also enable ad-skipping. In essence these
devices are made up of “firmware” or proprietary software that facilitates the
process of scheduling at its most basic level and stores programming via hard-
disk technology. The smartest of these new breeds of animal is known as TiVo
which allows user preferences to be stored and locate related content to be
recorded. For example content could be filtered by director, actor, producer,
subject matter and other keywords.
In the parallel universe of the web during the late 80s and early 90’s and its
dominant ‘Netscape Navigator’ browser, the same interruption based mind-set
to advertising was being applied. Therefore the opportunity arose for technology
that could block pop-up banner ads (for more details see our article on banner-
ads). This is what could be termed as the era of ad-Blocking 1.0 which, in its
wake, nurtured a whole industry of ad-blocking-software.
The browser has evolved rapidly since - spawning a stable of browsers that have
gone beyond the original ‘Netscape Navigator’ (see the O’reilly website for more
technical details). These include: Microsoft IE (which has dominated since 1999),
Firefox, Opera, Safari (Mackintosh), AOL browser and Camino (Mackintosh) to
name the most popular browsers (as cited by Wikipedia). Current market share
for these browsers*** as of February 2007: IE6 - 49%, IE7- 29%, Firefox - 14%,
Safari - 5%, Opera - 0.8%, Netscape - 0.7% (source: wikipedia).
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
According to a recent article on the BBC website, “TV's future in the hands of
viewers”, it is generally acknowledged that the US leads in the trends for digital TV
viewership. Supporting research in the US about the impact that DVRs / PVRs has
had on terrestrial advertising provides a picture of what may be heading to the
shores of the UK.
The forensic evidence is quite clear and unequivocal; consumers have switched
off from interruption based marketing within terrestrial broadcasting / cable and
the web. Advertisers now need to think deep and hard on how to re-engage
their audience, given that their potential customers now have the power to filter
out unwanted interruptions. We have entered a consumer empowered market.
The parallel between PVR/DVR advert blocking behaviour and its counterpart
browser based ad-blockers may provide a tantalizingly seductive insight which
may assist in decreasing the impact on audience reach and advertising return
on investment.
Taking the US market as a view of the future, and returning to the statistics and
research of PVR / DVR trends in the US, the estimates vary. According to In-Stat
market research there are an estimated 12 million DVRs in use in about 11% of
U.S. homes and 87% of DVR users don't bother with commercials. BusinessWeek
has taken these findings and represented them alongside research under the
title, “What's on Your DVR?” which looked at DVR / PVR viewership in comparison
with regular TV viewership.
On the contrary research at London Business School found that people using
personal video recorders (PVRs) such as Sky+ are almost as likely to sit through
the adverts as people without PVRs, and that some even search for the ads they
like! They also found that fewer than 20 per cent of programmes and 30 per
cent of adverts were time-shifted - a much lower proportion than anticipated?
However these results focused on the early adopters of the technology and not
the late adopters that represent the vast majority. This research was reported by
VNU net publishers. The findings represent views of different markets at different
stages of adoption which, together with cultural related behaviour, needs to be
taken into account.
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
The US Research and trends seem to shine some light on the subject. In the past
two years, the number of consumers using pop-up blockers and spam filters has
more than doubled, according to a new report, "Consumers Love to Hate
Advertising", from Forrester Research (also cited by InformationWeek). This report
also identified that more than half of all American households stated that they
used ad-blocking technologies to block unwanted pitches. In addition, an
insight from the research revealed that broadband households, “have become
even harder to reach: Some 81% of those with high-speed Internet access
employ pop-up blockers and spam filters”.
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
UK internet and broadband access – the statistics & the scenario in the UK
According to the National Statistics Online, an estimated 13.9 million households
(57%) in Great Britain had the ability to access the Internet from home between
January and April 2006. 9.59 million (69%) of these ‘online households’ had a
broadband connection. If the UK mirrored the research findings from the U.S
which identified that 81% of households with broadband used ad-blocking
technologies, this would equate to 7.76million British households shutting out
advertising interruptions. This is roughly one third of the total number of
households in the UK (with or without internet access), according to the 2001
census. Even at the more conservative estimate of 50% of UK broadband users
utilising ad-blockers, surely 4.79million households is a figure that cannot be
ignored… But how far from the truth could these guesstimates be?
This report has examined the “attention” arms-race between advertisers and
consumers. So far, this report has highlighted that such consumers are actively
excluding advertising from their online experiences via ad-blocking or selective
blindness… To put it bluntly, banner ads are often perceived as intrusive
interruptions and annoyances. However web based banner-ad serving
technologies have deeper and murkier undercurrents - watching your online
activities in order to target specific adverts at you without your knowledge or
consent. This is creating headways in the U.S with regards to the infringements of
civil rights and privacy.
Privacy is a growing concern for online users and an additional stimulus for
deploying ad-blocking software
The way the advertising industry frames online ad-serving is as a means of
providing targeted advertising based on users’ “internet roaming” activities so
that they can receive offers related to their interests and search behaviour.
These so-called ‘practicalities’ that are embraced by web advertising agencies
and networks as common practice are not always in the consumers interest…
After all, do users really want to have their every online move traced by an
external party without their knowledge or consent?
Privacy? They’ve got you by the “cookies” and even these may be full of
“bugs”
The general understanding of a “cookie” is that it is a small data file that certain
web sites write into prospective consumers’ hard-drives when they land on a
website. These transient cookies last for the duration of the visit / transaction and
once the browser window is closed it’s gone. For example tracking shopping
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William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
baskets associated to specific individuals can form part of how session cookies
are deployed.
However not all cookies are this sweet. Persistent cookies have an ongoing shelf-
life (on your computer) and can be used in several ways. For example, these
cookies are usually encrypted and hold information that records your online
activities. Therefore a particular website that personalizes your experience (i.e.
layout and content preferences) can create a persistent cookie on your hard
drive to store the corresponding information. Both session and persistent cookies
that arise directly from the website itself are known as first-party cookies.
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
eCommerce will have to work harder and creatively use a mix of engaging
technologies that will: provide the synergy, build conversations and trust.
The journey does not end here because customers are continuing to
evolve and companies are either leading or following this evolution.
Looking at trends is like following jet streams, someone out there is leading
the way, taking the risks and the glory – if they succeed they will be able
to set a precedent and implement new engaging models. Because as
Seth Godin put it, once a company or an individual does something (that
is novel and profitable) the rest follow. The rules of the game change –
once again. He called this “The Red Queen Effect”, after the Red Queen
in Alice in Wonderland (a Video that I must watch!).
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
What is it…really?
Will you play the numbers game? – What the research & stats are saying
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
Rather than just reiterate the statistics that are out there on the web, I
thought that it would be simpler to include the web addresses and a
header description.
Expressing my passion for the web and its business benefits to clients and
sharing my thoughts with other likeminded individuals is what drives me. I
have been fortunate to have finally landed in a second-home:
TechnoPhobia…That’s why there’s always a smile on my face, because I
love where I am, and I love what I’m doing.
I hope that this research has provided some insight into all things web and
I would appreciate your feedback to identify how my dedication has
faired in assisting you towards your goals.
What next?
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
Nothing, if that’s the way you want it. I can’t stand pushy sales people, it
drives me nuts!!! So if you like our IdeaSeeds and want to grow them with
your team, then go ahead. All I would want in that case is feedback and
acknowledgement. If on the other hand you like the way we think and
feel that we could be of assistance in concept or website development,
then you know a little bit more about us. You are now aware of our
knowledge and how many ideas we can generate.
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
“quality” and “good service” are in the hands of the beholder. The
results cannot be disclosed.
If you would like to get to know us a little bit more, we are situated
opposite the Sheffield Hallam Hubs. You can book a free consultation to
explore further ideas with our experienced business development
consultants please feel free to contact us:
© TechnoPhobia 2007
William Doust
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Consumer Hijack: How consumers are using browsers to avoid banner-ads
A little bit about TechnoPhobia…if one must – or you can skip it!
Established in 1995 and based in Sheffield, TechnoPhobia are an
experienced eBusiness provider who has delivered solutions to some of
the UK’s highest profile brands and organisations.
Review Status
This section of the document is for internal reference and ensures our document control
procedures comply with ISO9001:2000 standards.
© TechnoPhobia 2007
William Doust
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