Ad blocking has been around for generations — long before anyone installed a browser extension or tapped “skip ad.”

Back in the day, it was my job to sit by the TV and flip the dial between the hockey game and The Bob Newhart Show during commercial breaks (yes, I was the human remote). Then came the actual remote control, which quickly put me out of work.

In the VHS era, savvy viewers would record their favourite programs and fast-forward through the ads on playback. Radio listeners? We’ve been skipping commercials for decades — hitting the preset button or swapping stations the moment a spot break starts.

Today, we pay premiums for ad-free streaming and on-demand content. We subscribe to Spotify or YouTube Premium, Netflix or Disney+, largely to avoid the interruption of ads. Online, we install ad blockers or skip pre-rolls as soon as the countdown lets us.

And it’s not just media — even in the print world, readers flip past full-page ads in magazines or swipe past sponsored posts on social feeds without a second glance.

But here’s the important part: ad avoidance has always existed, and yet radio, TV, print, and digital advertising remain thriving platforms — because most people don’t avoid ads. The audience that does is small but vocal, and often overrepresented in marketing conversations. Most of the time, they’re not the ones advertisers are targeting anyway.

That’s why brands still advertise — and why they still see results.

In this blog, we’ll explore:
✅ How ad blocking shapes today’s digital landscape
✅ Why context and creativity matter more than ever
✅ Strategies to reach your audience without relying on intrusive tactics

Let’s dive in.

Ad Blockers Exist — But They Don’t Block Everything

It’s true that ad blockers are a reality in digital marketing. Browser extensions, privacy settings, and premium subscriptions make it easier than ever to dodge display ads, pre-roll videos, and pop-ups. But here’s what often gets lost: only a small percentage of users actively use ad blockers — and those who do tend to fall into specific audience segments (often younger, more tech-savvy, or privacy-conscious).

Recent research from Statista shows that as of 2024, only about 27% of internet users in Canada use ad-blocking software — which means more than 7 in 10 people still see digital ads.

And most ad blockers don’t affect:

• CTV and OTT ads on streaming platforms
• Smart speaker placements via digital audio campaigns
• Digital out-of-home (DOOH) signage and displays
• Geo-fenced mobile campaigns
• Sponsored content, native ads, and boosted social posts

So while it’s smart to be aware of ad blockers, they’re not a reason to panic — or to stop advertising. They’re a reminder to be strategic.

Don’t Assume Your Audience Thinks Like You

I was recently speaking with the owner of a local furniture store who told me, “I skip every ad I see — and I’ve got an ad blocker on all my devices. I don’t think digital ads work.”

But her ideal customers? They’re older Gen Xers and Baby Boomers — many of whom still read community newspapers, watch TV, and browse the internet without ad blockers.

Her assumption that “no one pays attention to ads anymore” was based on her own experience — not her audience’s. And that’s a common misstep. We tend to project our own habits onto others, even when the data says otherwise.

Whether it’s skipping ads, ignoring flyers, or still using a fax machine, your preferences aren’t a reliable stand-in for your customers’ behaviour. That’s why audience research, campaign measurement, and digital tools that target the right people — in the right place and mindset — are so important.

Creativity Matters — Especially in the First 10 Seconds

The days of throwing out a generic message and hoping it sticks are long gone. To win attention, you need smart creative that makes people stop and take notice — and you need to earn that attention quickly.

On platforms like YouTube, pre-roll video ads can often be skipped after 5 seconds. On Facebook, Instagram, and TikTok, users scroll endlessly until something visual — or audible — catches their eye.

Ad agencies now “front load” their creative — opening with the most engaging visuals, strongest headlines, boldest sounds, or clearest benefits. That first 5 to 10 seconds is where the magic happens. If it doesn’t hook someone right away, it likely won’t work.

The best part? On platforms like YouTube, if someone skips your ad, you often don’t pay. So even if your viewer isn’t fully engaged, you’re either making a free impression — or saving your budget for someone who is.

Strong creative cuts through noise. And when it’s combined with smart targeting and placement, you’re not just getting seen — you’re getting seen by the right people.

It’s Not About Reaching Everyone — It’s About Reaching the Right People

Imagine you’re shopping for a new mattress. You’ve been researching online, visiting showrooms, and maybe even watching a few YouTube reviews. When an ad for a mattress company shows up in your feed or on a website you’re browsing, you don’t see it as an intrusion — you see it as helpful.

That’s the power of intent-based advertising. When we serve ads based on behaviours, demographics, geography, or context, we’re meeting people where they are — often when they’re already in the market for what we’re offering.

Smart digital strategies don’t try to reach everyone. They focus on reaching the right someone — with a message that resonates.

The Bottom Line: It’s All About Balance and Perspective

Ad blocking isn’t the end of advertising — it’s just another reminder to be thoughtful about what, where, and how we communicate. It challenges us to:

• Know our audience (really know them — not assume)
• Respect their time and attention
• Use tools and platforms that break through the clutter
• Measure what works, and adapt along the way

Because at the end of the day, ads that are relevant, well-placed, and creatively engaging still work — even in a world full of skip buttons.

Let’s Talk Strategy

Already working with one of our Vista sales reps? Great — they can help you build the right plan.
If not, feel free to reach out directly — I’m happy to connect and build a custom strategy that suits your business and your audience.