People really don't like those video ads you can't skip, and other insights into advertising in 2017 from Mary Meeker's deck

pulse

May 31, 2017 11:01 PM

People don't like pre-roll ads. Ad blocking is not a big issue on mobile yet, and there's tons of upside in mobile ads, according to Mary Meeker's presentation.

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Web video advertising is exploding. But that doesn't mean people like all those pre-roll ads.

In fact, the only thing people dislike more than pre-rolls are those universally reviled mobile pop-up ads. That's according to the annual Internet Trends slide deck released by

There's some good news on the ad blocking front. Even though ad blocking continues to grow on a macro level, just 1% of people in the US use mobile ad blockers, according to Meeker. And
Advertisers increasingly want ads that are targeted to users via powerful algorithms and data, and ideally ads that facilitate transactions. This won't surprise anyone who's been tracking
Yet that's not exactly encouraging for traditional creative executives who want to make artful ads aimed at the masses. As Meeker puts it in one slide: "Advertising Inefficiency=Increasingly Exposed by Data."

First, a lot of time spent with mobile media is on communications (texting, sending Snaps, etc.). Interrupting people when they are talking to their friends is not exactly the best vehicle for advertising.
Second,

You can read Meeker's full presentation on the state of the web in 2017 right here.

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