More people are using ad blocking software when browsing the internet, causing a real issue for sites that generate revenue from advertising. In response, Condé Nast’s men's mag GQ has begun asking readers to either turn their adblock off or pay to access its articles.

With 79% of Brits rarely or never clicking online ads, brands are wasting huge sums of money on ineffective advertising. So how can companies entice consumers to voluntarily eyeball their content? Canvas8 sat down with 15 British men and women to find out what they think about online ads.

Ad blocking has been on the rise in recent years as people take back control of when and where they see adverts online. And new research shows that usage of these browser-based tools is at an all-time high in the UK, despite the fact that two-thirds of users have been asked to switch them off.

People don’t like ads, and the success of Spotify Premium shows that they'll pay to avoid them. YouTube is now offering a similar option in the form of YouTube Red, giving users an ad-free experience and exclusive content. How might the loss of commercials impact the future of the ad industry?