It’s no wonder so many people are blocking ads if the mobile content experience is so iffy, right? With increasingly-rich mobile ads trying hard to get more screen time as consumers browse the web or apps, would it help to just… ease off a bit?

“Ad blocking has been around for years and years now – but now, when it comes to mobile, the experience for consumers has really been a difficult one,” acknowledges John Montgomery, chair of ad group GroupM’s Connect division in North America.

“Mobile ads are more interruptive than they would be on the desktop or even in television. The amount of data that’s used and the way it slows consumers’ phones down gets in the way.”

Montgomery says consumers won’t begin accepting mobile ads until the experience is changed, until the quid-pro-quo value relationship is redefined by putting mobile content back in charge.

“It’s vital for us address the experience with consumers,” he adds. “I don’t think we can expect consumers to tolerate slow download times because of advertising. Let’s clean up the experience.”


We interviewed him at Media Future Conversations 2015: Unblocked – Valuing Human Attention In A Content-Driven World, an event presented by true[X] in association in association with Beet.TV  Please find more event videos here.