Apple has just launched an updated version of the Safari web browser. One of the key features is an in-built “reader”, that identifies an article (of any type) and displays it in a floating screen, free from clutter, advertisements and other content.

Content looks lovely in the reader – almost as it does on a printed page. Clean, simple, scrollable.

Check out these comparisons below:

This will pose a big problem for advertisers, as people have now been given a simple way of avoiding ads. It’s a big issue for publishers, who have created an overwhelming, many might say ludicrous amount of advertising inventory on their sites, with digital advertisements such as “Over The Pages” and “Page Takeovers”, many of which are site initiated – disturbing and annoying us in a vain attempt to “disrupt” our reading and make us pay attention to the product.

Simply, now as much as ever, compelling, permission based content and engagement is crucial. Marketeers and organisations have to earn their permission to speak, to engage and to encourage reaction. So many marketeers have avoided the elephant in the digital room – that so few people even look at their ads, let alone interact with them. Their default options of raising awareness via mass digital media broadcast are simply running out.

These kooky Germans attached banner ads to flies, and set them free in the giant Frankfurt convention centre. ¬†It’s brilliant, and very worthy of notice and talkability. ¬†God knows what they were advertising (If I knew, I’d buy it), but the whole idea of making something so ordinary so utterly brilliant… ¬†It’s worthy of praise. ¬†Check out the video: