Ad-blocking technology is seemly a big threat for advertisers who are trying to reach consumers with brand promotion. And it’s big threat to publishers around the world who are determined on those ad impressions to sell banners and sponsorship.
For many websites that publish content for free, advertisements or ads are one of their primary sources for getting revenue.
The revenue from the ads will be spent for paying the expenses to run the websites such as the web server, Content Delivery Network (CDN), internet connection and, most importantly, the writers that produce the content.
However, ads could be a real frustrating for readers. Ads appear and pop up at every corner, which leads to many Internet users installing ad blocker extensions in their browser to put the ads out of sight. For the publisher this is very depressing news.
No ads displayed means less page views, which will result in less revenue.
There has to be a common affiliation between the publisher, the readers, and the advertiser. Publishers should publish useful content that the readers may enjoy, while advertisers will support the publisher financially to publish more useful content in return for relevant and potential customers.
Today’s consumers want a fast, ad-free web experience, with less tracking of personal information by unknown third parties. And they are finding ways to block ads through their peers and research online.
Based on the latest research by Adobe and PageFair, there are nearly 200 million monthly users of ad-block software globally. Ad-block is also transmittable in the U.S. The study reported 45 million of active users as of June 2015, which is about a 50% increase compared to last year.
The number of ad-block is expected to increase in the future years.
Ad blocking has already become a big issue for digital media companies, whose primary revenue come from advertising. If ad blocking in mobile reaches similar usage levels as desktop, U.S. digital companies could see as much as $9.7 billion lost revenue.
To win the conflict for customer attention, brands need to think and act like publishers, creating authentic, engaging, and original content that people actually want to see.
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