Fighting Back Ad Blocking
Although the IAB (Interactive Advertising Bureau) U.K. found out in 2016 that there was no growth in ad blocking, reports indicating the tremendous rise in the usage of ad blockers are still piling up. Publishers and advertisers still face quite a bit of anxiety when it comes to the topic. Ad blocking undoubtedly became an extremely important and troublesome situation for the industry, especially after recent moves by Apple and Google to introduce new in-browser ad blockers featuring the prevention of auto-play of video ads, disabling ad tracking across different websites or blacklisting “obnoxious” ads.
Most people prefer to use blockers purely out of convenience – faster website loading or an uninterrupted browsing experience. However, according to a research study report, published by the IAB last year, two-thirds of U.S. consumers using ad blockers could be convinced to uninstall their ad blocking software on their computers. Needless to say, all users suffer from flashing pop-ups or annoyingly large and sticky ads.
But why are people installing ad blocking tools as a start?
Number one reason for consumers to install an ad blocking tool is because of what they indicate as frustrating ad content such as advertisements that delay or obscure the access to a website content, or a long video ad, automatically playing before a short video content, considered to be among the most disturbing ad elements. In a research study, conducted by the Coalition for Better Ads, consumers using ad blockers have indicated that what they want is an uninterrupted, quick browsing and a streamlined user experience. Among the worst ad formats for mobile web experience listed in the same report were the pop-up ads, prestitial ads and the autoplaying video ads with sound.
How to win back ad blockers?
Adblockers threaten to diminish substantially digital ad revenues, which in turn has a direct impact not only on marketers but also to consumers. The consensus among advertising professionals and marketers is that there is an urgent need to understand why consumers are not responding to some types of ads, and figure out how to better engage with users in order to provide a more relevant advertising experience. Giving users a sense of control and explicitly assuring site-safety is another approach, advertisers can adopt to win back users. What the IAB recommends is the so called LEAN principle addressing user’s main concerns by keeping ads: Light, Encrypted, AdChoice supported and Non-invasive which address some of user’s’ main concerns. As poor experience generated by online ads has directly caused the quick adoption of ad blocking tools, now is the time for advertisers to implement a consumer-driven strategy.
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