Why The Advertising Industry Needs To Embrace Ad Blocking

Why The Advertising Industry Needs To Embrace Ad Blocking
SHARE
THIS



In this article for tech site Techcrunch.com, contributor and digital technician Vinay Kumar Mysore says more and more people are using ad blockers and more and more publishers are using tech to stop them. It’s time we all found a happy medium…

I am now part of the problem. The advertising industry is wringing its hands and shaking its fist at the use and growth of ad-block technology, but I am not above temptation. I simply installed it. And much like the many million people who have done so already, I love it and probably won’t ever fully abandon it.

So instead of excoriating people for using them, it’s time we reflect on how we got here, what its inevitability means for our future and whether this might even be a trend worth embracing.

The most commonly cited statistic on ad blocking reports that roughly 200 million people worldwide installed ad blocking on their computers as of August 2015. That group is rapidly growing:

  • Mary Meeker’s 2016 Internet Trends Report shows an upward accelerating trend in ad-block adoption across desktop and mobile worldwide.
  • HubSpot’s Global Interruptive Ads Survey (Q4 2015 to Q1 2016) found 50 percent of respondents already had installed AdBlock, and more than 60 percent of adults 18-35 expect to by Q3 2016, with respondents 35+ not that far behind.
  • PageFair and Adobe report a growth of almost 50 percent in the usage of ad blockers in the U.S. from Q2 2014-Q2 2015.
  • The recent IAB report on ad blocking found 26 percent of desktop users block ads online.

Cumulatively, these reports indicate that the number of individuals using ad blockers will have doubled many more times over within the coming year or two. And their impact is real. Ovum and The Wall Street Journal report that in 2015 alone, publishers lost $24 billion dollars in ad revenue because of ad blockers.

Ad-block technology stops almost all ads a person might otherwise see. Search ads, banner ads, remarketing, pre-roll, YouTube ads, social posts and even some “native” ads are all covered. When loading a page, AdBlock looks at from where content is being called and uses that information to infer what is or is not an ad. On computers, AdBlock typically comes as a plugin to install in a browser. On mobile, it takes the form of browsers or browser settings that do the same. It’s easy and relatively tinker-proof. With one or two clicks, an ad-free internet is at the fingertips of anyone.

Read the full article here…

Please login with linkedin to comment

Latest News

Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

With more than 12,000 registered attendees, Adobe has blitzed the record for the most number of creative people gathered together in one room at its MAX conference in Las Vegas overnight. Adopting a somber tone early in his presentation, Adobe CEO Shantanu Narayen offered his condolences to the victims of the mass shooting, which took […]

Opinion

by David Hovenden

David Hovenden
Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]