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Zero-Patience, Zero-Wait, Zero Ads


We have zero patience to wait for a cab. So we take Uber.
We have zero patience to wait in line in Starbucks. So we order it online.
We have zero patience to wait two seconds for a video to load. So we go to a different site.
We have zero patience to wait two to three days for grocery delivery. So we do Amazon same-day delivery.
We have zero patience for advertising blocking the video. So we block the ads.
Apple announced to include ad-blocking features in its latest version of its operating systems. We can now block all ads in our iPhone. Many publishers are panicking. Adblock usage is already up 70 percent year-over-year, with over 140 million people blocking ads worldwide, including 41 percent of 18- to 29-year-olds. I welcome the news as a consumer and a marketer.
As a consumer, I have zero patience for ads taxing me when I want to watch a video or read an article. As a marketer, I don’t see myself in the business of selling ads units. I am in the behavioral change business. This news gives me a stronger case to create services and experiences that matter.
We are living in a culture of instant gratification. The demand for instant results online is becoming the new reality offline. As the Internet speed increases, people have zero patience not only to wait for the cute cat video to load but also for their groceries, lattes, movies, news... They want zero ads, better experiences.

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