Despite Facebook and Google’s attempts to block people’s use of ad-blocking software, the popularity of using it continues to rise. In 2016, about 11 percent of internet users on about 600 million devices – including smartphones and computers – sped up their browsing experience by installing software that purposefully blocks ads. This percentage equates to a 30 percent annual increase.
Creating a More Compelling Ad Experience
The problem with ad-blocking software, critics say, is that digital publishers make most of their revenue from advertising campaigns, and if people aren’t seeing these ads and aren’t interacting with them, the company loses money. Some opine that readers break an unwritten rule that exists between them and the website or digital publisher by installing ad blockers. By blocking ads and still accessing digital content, audiences are essentially withholding potential revenue while continuing to access content for free.
At SODP, we promote building natural relationships with readers. If publishers can deliver a compelling ad experience, the hope is that readers won’t feel the need to block them. In 2011, Google introduced a customizable ad settings that present ads based on search history, text in emails or pages visited recently. This is the type of catered ad experience that could help improve digital advertising overall and dissuade people from resulting to an ad blocker.
Increase in Ad Blocking Trends Makes Mobile Content Even More Important
Most of the ad blocking that occurs in the United States and Europe happens on traditional computers; smartphone ad blocking is still a relatively new phenomenon in the west. In contrast, 90% of ad-blocking on mobile devices occurs in the Asia-Pacific region, which means that most of the readers who are accessing content from tablets and smartphones in the US and Europe are still seeing advertisements, making mobile-friendly content a real benefit for digital publishers.
It appears that the popularity of ad-blocking software isn’t going to slow down anytime soon.
What do you think: is using ad-blocking software fair to the digital publisher? If you currently use an ad-blocker, will you continue using it, and if you’re a digital publisher, how much do you think ad blocking hurts your site or revenue?
Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at vahe@stateofdigitalpublishing.com.
