If you’re like me, you might hate intrusive ads popping up left and right while exploring the internet. If you’re also like me and 69 million other americans, you’ve probably downloaded some type of ad blocking software to make your online journey more enjoyable. It’s estimated that by 2017, 86.6 million people in the us will be using ad blocking software, according to an emarketer report.
Ad block growthad block lost revenue
With the growth of ad block comes the decline of advertising revenue and a massive headache for both advertisers and publishers. In fact, according to research firm ovum, publishers lost $24 billion in global revenue due to ad blocking last year. The losses are predicted to reach almost $80 billion by 2020 as consumers jump on the blocking trend. As people block ads, publishers lose out on impression opportunities that used to be certain. One thing is for sure though, ad blocking technology isn’t going to vanish anytime soon and advertisers need to re-think their online messaging before they’re blocked out entirely.
Ad block software was first introduced in 2006 but didn’t see much
use until recent years. It’s still more common for people to use ad block on their desktops. In fact, 90.5% of ad blocking users will block ads how to buy bulk phone numbers on desktops and laptops while just 29.7% will do so on smartphones. Senior emarketer analyst paul verna says this is because “screen sizes are large enough to accommodate multiple ads. This includes videos that might be out of view but still audible, which are especially annoying to users.”
The software, usually able to download for free, allows consumers to block almost every ad that would potentially be served to them during their time online. It only takes seconds to install the extension which currently runs on almost every single browser including chrome, safari, and firefox. The ease and free cost makes ad blocking software a no brainer for annoyed internet users. The question then becomes how can publishers and advertisers battle ad block to continuing serving their messages and advertisements.
In a strange twist of blocks many publishers are now blocking
People who have their ad blocking software enabled.
Wired, forbes, gq, and the new york times are a few of. The major players who have resorted to turning away those using .Ad block or asking them to pay a small subscription fee. Wired released this statement. When it announced earlier this year that it would start blocking those users.
“on an average day, more than 20 IS Lists percent of the traffic to wired.Com comes. From a reader who is blocking our ads. We know that you come. To our site primarily to read our content, but it’s important to be. Clear that advertising is how we keep wired going: paying the writers, editors, designers, engineers. And all the other staff that works so hard to create. The stories you read and watch here.”
Wired ad block
Forbes also blocked users from entering the site until they disabled their ad blocking software in late 2015. In exchange for allowing ads, forbes promised those ad blockers an ad-light experience.
Forbes ad block
Pay to be paid
The price they paid has not been disclosed, but white listing smaller sites is a relatively small fee. The problem with this method is that it only raises the costs for everyone involved in the process.