What I Think About Unskippable Mobile Ads: A User's Perspective

I came across a post the other day from someone expressing their absolute frustration with an unskippable ad they encountered while playing a mobile game. They said it had been going on forever. This immediately resonated with me, and I'm sure it does with many of you. We've all been there, trapped in ad purgatory, just wanting to get back to our game, our article, or whatever it was we were doing before the interruption.

It really got me thinking about the whole dynamic of mobile advertising, especially these particularly egregious unskippable ads. What's the deal with them? Why do developers use them? And, most importantly, what can we, as users, do to reclaim our sanity and our mobile experience?

Let’s dive into the world of unskippable ads and explore the options available to us.

The Unskippable Ad: A Necessary Evil?

Let’s be honest, no one likes ads. But in the mobile world, they've become a ubiquitous part of the ecosystem. Many developers rely on ad revenue to support their work, especially when offering free-to-play games or apps. Without ads, many of these apps simply wouldn't exist. So, in a way, ads are a necessary evil.

But are unskippable ads necessary? That's where the debate really begins. The argument from the developer's side is that unskippable ads guarantee a certain level of revenue. If users can skip an ad after five seconds, a large percentage will do just that, significantly reducing the potential earnings. Unskippable ads, therefore, are seen as a more reliable source of income.

However, this comes at a cost. A long, intrusive, and unskippable ad can quickly turn a user off. It disrupts the flow of the experience, it's annoying, and it can even lead to users abandoning the game or app altogether. It’s a delicate balance between monetization and user experience, and it seems many developers are leaning too heavily on the former.

Understanding the Types of Mobile Ads

Before we explore solutions, it's helpful to understand the different types of ads you might encounter on your mobile device:

Banner Ads

• Small, rectangular ads that appear at the top or bottom of the screen
• Relatively unobtrusive
• Often ignored by users

Interstitial Ads

• Full-screen ads that appear between activities or levels
• More disruptive than banner ads
• Can be skippable or unskippable

Video Ads

• Short video clips that play before, during, or after content
• Can be skippable or unskippable
• Often the most annoying type of ad

Rewarded Video Ads

• Video ads that offer in-game rewards for watching
• Generally more accepted by users because they provide value
• Usually skippable after a certain time

Native Ads

• Ads that blend in with the surrounding content
• Less disruptive than other types of ads
• Can be difficult to identify as ads

Why Unskippable Ads Are So Problematic

There are several reasons why unskippable ads are particularly frustrating:

Interruption of Flow

• They completely disrupt the user's experience
• Force users to stop what they're doing and watch the ad

Time Wasting

• They waste users' time, especially if the ad is long
• Can be particularly annoying when users are in a hurry

Intrusion on Privacy

• Some ads track user data and behavior
• This can be a concern for privacy-conscious users

Poor Quality Ads

• Many unskippable ads are low-quality or irrelevant
• This further adds to the frustration

Negative Brand Association

• Users may associate the brand being advertised with the negative experience of the ad
• This can damage the brand's reputation

How to Fight Back Against Unskippable Ads

So, what can you do about these intrusive ads? Fortunately, there are several strategies you can employ:

1. Ad Blocking at the DNS Level (My Recommendation)

As you know, we're big proponents of DNS-based ad blocking. This approach works system-wide, protecting you from ads in all apps and browsers. By configuring your device to use a DNS server that blocks ad domains, you can effectively eliminate a large percentage of the ads you see.

Pros:

• System-wide protection
• Works in all apps and browsers
• No app installation required
• Relatively easy to set up

Cons:

• May not block all ads
• Can sometimes break certain websites or apps

How to Set Up DNS-Based Ad Blocking:

For iOS, you can use a configuration profile from a provider like NextDNS or AdGuard DNS. For Android 9+, you can configure Private DNS in Settings.

2. Local VPN Ad Blockers

These apps create a local VPN connection on your device to filter out ad traffic. They work system-wide and offer a good balance of effectiveness and ease of use.

Pros:

• System-wide protection
• No external VPN required
• Customizable blocklists

Cons:

• Can use more battery than DNS-based blocking
• May require some configuration

Popular Local VPN Ad Blockers:

• Blokada (Android)
• AdGuard for Android

3. Browser-Based Ad Blockers

If you primarily encounter unskippable ads while browsing the web, browser-based ad blockers can be a great solution. These extensions block ads within the browser itself.

Pros:

• Effective at blocking ads in the browser
• Customizable rules and filters
• Available for most popular browsers

Cons:

• Only works within the browser
• May not block ads in apps

Recommended Browser Ad Blockers:

• uBlock Origin (Firefox, Chrome)
• AdGuard (Safari, Chrome, Firefox)
• Brave Browser (built-in ad blocker)

4. Paid App Versions

Many free-to-play games and apps offer a paid version that removes ads altogether. If you enjoy a particular game or app, consider purchasing the paid version to support the developers and eliminate the annoyance of ads.

Pros:

• Completely removes ads
• Supports the developers
• Often unlocks additional features

Cons:

• Requires a one-time or recurring payment
• May not be available for all apps

5. Airplane Mode (The Risky Strategy)

This is a somewhat drastic measure, but it can be effective in certain situations. By turning on Airplane Mode, you disable your device's internet connection, which prevents ads from loading. However, this also prevents you from accessing any online features of the game or app.

Pros:

• Completely blocks ads
• No additional software required

Cons:

• Disables internet connectivity
• Prevents access to online features
• May not work for all games or apps

6. Reporting the Ad

Many ad networks and platforms allow you to report inappropriate or misleading ads. If you encounter an ad that violates their policies, take the time to report it. This can help to improve the overall quality of ads and reduce the number of annoying or offensive ads you see.

7. Simply Stop Using the App

If an app is overly aggressive with unskippable ads, and none of the other solutions work, consider simply uninstalling the app and finding an alternative. Developers who prioritize monetization over user experience deserve to lose users.

Choosing the Right Approach for You

The best approach for blocking unskippable ads depends on your individual needs and preferences. Here's a quick guide:

"I Want a Simple, System-Wide Solution"

→ DNS-Based Ad Blocking or Local VPN Ad Blocker

"I Only Want to Block Ads in My Browser"

→ Browser-Based Ad Blocker

"I'm Willing to Pay to Get Rid of Ads"

→ Paid App Version

"I Need a Last Resort Solution"

→ Airplane Mode (use with caution!)

The Future of Mobile Advertising

It's clear that the current state of mobile advertising is far from ideal. Unskippable ads are a major source of frustration for users, and they can even damage the reputation of the brands being advertised. I believe that the industry needs to move towards more user-friendly and less intrusive advertising models.

Here are a few potential directions:

More Rewarded Video Ads

Rewarded video ads are generally more accepted by users because they provide value in exchange for watching the ad. By offering in-game rewards or other incentives, developers can encourage users to watch ads without feeling like they're being forced to do so.

Improved Ad Targeting

More relevant and targeted ads are less likely to be annoying or intrusive. By using data to understand users' interests and preferences, advertisers can deliver ads that are actually useful or interesting.

Less Intrusive Ad Formats

Developers should explore less intrusive ad formats, such as native ads or banner ads, that don't disrupt the user's experience as much as interstitial or video ads.

User Choice and Control

Users should have more control over the ads they see. This could include options to filter ads based on category, frequency, or other criteria.

Ultimately, the future of mobile advertising depends on finding a balance between monetization and user experience. Developers need to find ways to generate revenue without alienating their users, and advertisers need to create ads that are engaging and relevant without being intrusive.

My Recommendations by Use Case

"I just want to play my game without interruptions"

→ DNS blocking or Local VPN AdBlocker - Blocks most in-app ads.

"I want to support the developer but hate ads"

→ Purchase the ad-free version - Best of both worlds.

"I'm okay with some ads if I get something in return"

→ Engage with rewarded video ads - Earn bonuses for your time.

"I want maximum control and customization"

→ Browser extension with custom filters - Fine-tune your ad blocking.

"I'm desperate and don't care about online features"

→ Airplane Mode - A nuclear option for complete ad silence.

It's frustrating to be held hostage by an unskippable ad. But there are ways to fight back and reclaim your mobile experience. By understanding the different types of ads, the reasons why they're so annoying, and the various solutions available, you can take control and enjoy a cleaner, more enjoyable mobile experience. The specific approach depends on your needs, but DNS-based blocking is a great starting point for system-wide protection, and you can always add other techniques on top of it. Don't let intrusive advertising ruin your mobile experience; take action and browse in peace.

Ready to take back control? Explore our setup guides to get started with DNS-based ad blocking today.