2. DIGITAL MARKETERS
WITHIN THE MEDIA
INDUSTRY REGULARLY
RUN INTO NEW RIVALS
WHO ARE
CONSTANTLY TRYING
TO TAKE THEIR
REVENUE (1)
Image: Didier Weemael(Unsplash)
3. THIS IS BAD NEWS FOR ONLINE
PUBLISHERS, ESPECIALLY FOR
THOSE WHO ARE DEPENDENT ON
ADVERTISING FOR A LARGE
SECTION OF THEIR REVENUE (2)
RECENTLY THERE HAS BEEN AN
INCREASE IN THE
USE OF AD-
BLOCKER
SOFTWARE
Image: Olu Eletu (Unsplash)
4. “AD FILTERING OR AD BLOCKING IS REMOVING OR
ALTERING ADVERTISING CONTENT IN A WEBPAGE.
ADVERTISING CAN EXIST IN A
VARIETY OF FORMS INCLUDING PICTURES,
ANIMATIONS, EMBEDDED AUDIO AND VIDEO,
TEXT, OR POP-UP WINDOWS AND CAN EMPLOY
AUTO-PLAY OF AUDIO AND VIDEO.” (3)
- RESEARCH.OMCISROUP
]DESIGNED BY ONLYYOUQJ - FREEPIK.COM
5. GOOGLE
WHILE COMPANIES SUCH AS
HAVE LOST OVER 6 BILLION US DOLLARS
ALONE, BECAUSE OF GOOGLE USER'S USE OF AD-
BLOCKERS
ADBLOCK PLUS,
ONE OF THE HIGHEST USED AD-BLOCKING SOFTWARE PROVIDERS, DECLARED
THAT 300 MILLION DOWNLOADS OF THEIR APP (12)
Designed by Creativeart Freepik.com
7. MORE THAN 43
MILLION PEOPLE
PREDICTED BY ANALYTICS FIRM
OPTIMAL, IT IS ESTIMATED THAT
IN THE UNITED STATES ALONE WILL
USE AD BLOCKER IN 2016. THIS IS A
THREAT OF
TO THE DIGITAL
AD INDUSTRY. (6)
OVER 3.8 BILLION
Image: Jaelynn Castillo (Unsplash)
9. WEB USERS
are tired of pop-up ads. In a study conducted by Digital
Content Next, participates explained what four aspects of
digital ads that they found annoying:
1. COVER CONTENT (70%)
2. AUTOMATICALLY PLAYING WITH SOUND (70%)
3. TRACKING THEIR ONLINE BEHAVIOR (68%)
4. CAUSE WEBPAGES TO LOAD SLOWLY (57%) (8)
designed by Freepik in interface from Flaticon
10. THE GUARDIAN,
As a result, websites such as the online newspaper
have begun to add pop-up messages to readers who have ad-
blocking software on their device, and asking them “make a
contribution” in order to combat ad-blockers effectively (12)
Designed by Freepik
11. SIMILIARLY,
FORBES
HAS RECENTLY BEEN TESTING
DIFFERENT WAYS TO SOLVE THIS
PROBLEM. STOPPING ANY ACCESS
TO USERS WHO HAVE AD-
BLOCKING SOFTWARE ON WITH A
POP-UP MESSAGE, STATING THAT
THEY MUST TURN OFF ANY AD-
BLOCKERS AND IN RETURN
EXPERIENCE FEWER ADS. (2)
designed by 2happy from Stockvault
12. IN TRUTH, 64% OF PEOPLE HAVE
DOWNLOADED AD-BLOCKERING SOFTWARE
FOR THIS REASON ALONE (9)
However, forcing ads on users, is not a long-term solution
for the ad-blocking problem
Image: Luis Llerena (Unsplash)
13. FORBES IN PARTICULAR
HAS BEGUN USING
Designed by Blossomstar Freepik.com
ADVERTISING
PRODUCTS, WHICH
ALLOWS MARKETERS TO
PLACE ADS ON THE SITE
WHICH ARE NOT
VULNERABLE TO AD
BLOCKING SOFTWARE (2)
“NATIVE”
15. 1. For publishers to become "whitelisted", which means their ads
would have to be approved by an AdBlock Plus employee and meet
their criteria. (11)
2. Or to use some form of Counter ad-blocking software, such as
PageFair which that permits publishers to show acceptable ads
circumventing the blocking software. (13)
Designed by Freepik
OTHER SOLUTIONS:
16. “The online display advertising industry is a catastrophic failure
because the IAB has condoned and promoted publishing behavior
that has led to this ad blocking epidemic.”
Designed by Freepik
WHO IS TO BLAME?
“Publishers are to blame. So are brands. So is ad tech,”
- Ari Rosenberg, founder of ad sales consultancy Performance Pricing
- wrote Digiday media writer Ricardo Bilton at the end of 2015. (8)
17. “YOUR HOUSE,
YOUR RULES, YOUR
ADS,”
PageFair understand both sides
of the debate, and that many
users find online ads highly
annoying and that ad-blocking
software companies try to
alleviate this, but in the end
PageFair believes that it is
essential that publishers must
show their ads, particularly ones
that generate a lot of revenue.
(4)
- BLANCHFIELD SAID. MAJOR US PUBLISHERS
Designed by Freepik
18. is examining the affect ad-
blocking has had on the U.S.
economy. Advertising revenues
represents $350 billion of the U.S.
gross national product, and
citizens are dependent on it to
produce $9 trillion of annual
spending decisions. (1)
Designed by Graphictwister - Freepik.com
MORE
IMPORTANTLY,
19. AT RISK.
UNTIL WE COMMIT TO THE CAUSE OF EVER-
IMPROVING USER EXPERIENCES, ADVERTISERS
AND MEDIA WILL BE
FreeImages.com/dlritter
