From Brand-Blurring Headsets to User-Generated Web Ads

By: Laura McQuarrie - Feb 11, 2016
These ad-blocking innovations speak to a growing consumer desire for privacy and autonomy when it comes to marketing content that exists online and in the physical world.

Knowing that many consumers are looking for ad-free experiences, brands like Kleenex, Post-It and Adieu created campaigns that help web users replace online ads with their own user-generated content. Similarly, D&AD created an advertising system that allows consumers to pick and choose the type of ads they'd like to see.

This desire to have more control over exposure to advertising content is being mirrored in the real world with ad-blocking innovations like a wearable device called 'Brand Killer' that allows consumers to blur brand logos or the 'NO AD' app, which uses augmented reality to replace subway ads with artwork.