really-480How man times have you clicked on a story like “which celebrities have let themselves go” only to find that you need to click on 10 or more pages to read the content?  Then there are publishers that won’t let you read their pages because you dared to install an ad blocker!  It shows me that publishers and content providers just don’t get that the Internet is about users, not them.

woman TVFor consumers, having content options is no longer a luxury, but an imperative.  But having a plethora of content options at our collective fingertips doesnʼt necessarily mean consumers are connecting with ALL choices ALL of the time. In fact, according to the second quarter Nielsen Total Audience Report, behaviors and usage are unique to the device being used.[inlinetweet prefix=”” tweeter=”” suffix=””] Consumers still spend most of their time on traditional platforms[/inlinetweet], but they also look to explore the wide range of content channels made available by new media.

Trouble-AheadMichael Spencer writes “Snapchat, Instagram, Twitter, and Facebook have all shown declines in usage. In almost all countries, time spent on the four leading social media apps, Facebook, Instagram, Snapchat and Twitter had fallen. We cannot be surprised if the same holds true for LinkedIn.”  This, coupled with the news that up to 90% of online ad metrics could be caused by BOTS and the double digit increase in ad blockers means online marketing is in trouble.