The state of ad is a topic in the marketing industry with some reports suggesting advertising blocker use is currently stagnating, or adoption is slowing, but others speculate as advertising blocking becomes more widespread, it will quicken.
Google choice to enable an ad-blocker by default in the version of Chrome reignited the dialogue, and went live a week.
In reality, the new Chrome ad blocker is a positive step for the business. Unlike ad blockers that — once installed — block advertising content the Chrome of Google will block advertisements.
This means it should impact the tiny minority of poor-quality publishers that overload their sites with intrusive ads — and are likely to cause the rise of ad and not discerning publishers who respect the consumer experience.
Meanwhile, less advertisement remains. Buyers might have the ability to reduce increase of advertising blockers by taking continuing to have a firm stance on content quality and advertising overload, making sure their budgets are funding sites that users to block ads.
But what are the choices available to publishers to tackle ad monetise the internet, and recover some of the earnings?
Serving advertisements to the blocked internet
1 way for inquiring, monetising the web that have a ad blocker set up or insisting they whitelist the website so articles can be accessed and advertisements can be sent.
The success of this strategy changes by publisher. Users may be prepared to whitelist a site every day they visit but not those used occasionally.
Without information buyers can not ascertain the true value of ad placements
There are also two ways ad blockers can be bypassed by publishers. The first is ad recovery, which hides the publishers’ ad stack from browsers allowing them to serve the advertisements they were planning to deploy.
The next is advertising insertion that’s much like advertisement retrieval, except it utilizes demand that is targeted to internet users that are blocked.
Finally, publishers may research alternative formats like affiliate or native advertising that are incorporated into articles and are therefore difficult for ad blockers to spot and filter out. The performance of the ads is questionable both in and outside of the web.
Each of the above options discuss two main drawbacks. They involve serving advertisements to users that have explicitly said they don’t wish to see them which does not deliver a good user experience and presents a danger for both publisher and advertiser.
Secondly, buyers get user data that is hardly any as the tools used to accumulate it only do not work over the internet that is blocked. Without publishers can not generate the revenue and data buyers can’t determine the real value of advertising placements they want without advertisement blockers.
Diversifying revenue flows
In addition to serving ads within the internet, publishers may look to diversify revenue streams, potentially through paywalls, subscriptions, or micropayments.
While it’s now unclear whether users are willing to pay for content in the same way as entertainment media, or if the monogamous nature of the open internet lends itself to such a payment model, there are certain signs.
For instance, study in the Reuters Institute for the Study of Journalism indicates consumers are more likely to cover news content that is exclusive and specialist, evergreen, or inclusive of views and perspectives. Publishers could also search for revenue opportunities that serve their audiences, such as e mail or joint ventures with companies.
Improving the consumer experience
There is to monetising the web that is obstructed no one-size-fits-all approach. Publishers might have to have a multi-pronged approach, combining the approaches summarized previously according to the requirements of their audiences.
But, there’s 1 approach all publishers can take to put themselves as the ad and that is improving the standard of the ads on their sites and also focussing on the user experience.
Publishers might needa multi-pronged approach
Ideally publishers would have less ads on the page, and consider advertisement positioning carefully, preventing the top of the page where advertisements interrupt the user experience, and loading advertisements on-view in bottom of the page where advertisements are seen by highly engaged traffic ready to move onto something new.
Publishers may want to examine the ad formats they use, averting those considered intrusive by the Coalition for Better Ads such as auto-playing video ads with advertisements that are prestitial and sound with countdown.
While advertisement continues to affect revenues, publishers can combine approaches for monetising the obstructed internet with a focus on enhancing the user experience. The impact of Chrome’s new ad blocker remains to be seen but in just blocking advertisements on websites that offer a bad user experience Google is moving the ad blocking landscape in the right direction that might ultimately result in a better, fairer online environment for everybody.