Ad Blocking: A Serious Threat for Online Publishers?
by | Nov 7, 2017 | Editorial, How To..., Marketing, Video Industry News | No Comments

Ad Blocking: A Serious Threat for Online Publishers?

According to recent research data, Ad blocking may very well pose a major threat to publishers, which strongly rely on advertising for revenue. Ad blocking on mobile could potentially reach desktop levels, and if that occurs, US digital media companies are looking at a projected loss of approximately $9.7 billion across digital ad formats next year (via BI).

A new report from Juniper Research fund that about 19% of total online ad revenue will be lost to Ad Blockers by 2022. The popularity of ad blockers is clear, as is the fact it hurts online publishers. So, what can businesses do to ensure their video ad content is seen on any desktop or mobile device?

There were 615 million devices with #adblockers worldwide by the end of 2016, and 62% of those are #mobile! Click To Tweet

For the last year or so, the adoption of ad blocking has been on the rise. In other words, things are unlikely to improve for publishers any time soon. New statistics have shown that there were 615 million devices with ad blockers worldwide by the end of 2016, and 62% of those are mobile.

If that data is anything to go by, it’s blatant that it will hurt online publishers tremendously and for that reason ADIQ Adblock Recovery Solution is there to help you regain your lost video ads revenue. Any publishers looking for a way around this, ADIQ is the perfect solution. ADIQ is utilized to unblock VAST & VPAID video ad revenue. Seeing as around 10-15% of Internet users in the US are actively blocking digital ads, ADIQ will be just the ticket. It basically ensures that a video ad is seen on any desktop or mobile device.

How Does it Work?

ADIQ Ad Block Recovery ToolNormally, there are two ways an ad block can prevent an ad from loading. The most common way is to stop the loading of digital ads, which are served by a list of known ad servers. These blocked ads usually denote display, video, social, and search ad units that show up in web browsers. Let’s not forget that ad-block usage rates are unique depending on the content type and audience demographics. For example, ad-block usage is considerably less present on general news sites than it is, say, on gaming publications – which poses a problem for publishers focused on luring audiences with prefer video game content.

In addition to that, the usage of Apple’s desktop and mobile OS is growing rapidly, and more ad blocking has been registered there as well. The OS is also going to feature a framework that makes it easier for devs to dish out ad-blocking software (especially on mobile).

The situation is similar in regions like Britain. It’s been reported that 22% of British adults online have been utilizing ad blocking software, marking a jump from 18% in October 2015; that’s according to the Interactive Advertising Bureau [IAB] UK’s Ad Blocking Report published in March.

10-15% of Internet users in the US are actively blocking digital ads! #ADIQ can help with that! Click To Tweet

Meanwhile, publications like Huffington Post (HP) are drastically reducing intrusive ads, and “doubling down” sponsored content. It was also noted that Europeans are a bit more concerned about Web privacy, and therefore more inclined to use ad blockers, stated HP’s Ms. Cieslar. In Asian markets ad blocking is less of a problem. In that particular region, upward of 60% of Web usage is mobile.

HP is not the only one facing this challenge. In order to regain any financial loss, other companies, such as Slate, are continually questioning the importance of tackling ad blocking. While both companies do not see this as their potential demise, they are still treating the matter very seriously. So, at the same time, both of these companies are shifting to platforms without the option of ad blocking, like Facebook and Apple News.

Even though it hurts them, when it comes to #adblocking a majority of #publishers and corporations are treading lightly! Click To Tweet

Even so, when it comes to ad blocking a majority of publishers and corporations are treading lightly. The latest data has shown that mobile ad blocking is becoming alarmingly widespread across the globe, both for mobile and desktop. Ad blocking percentages are also similar across iPhone and Android devices. Check it out:

  • Mobile accounts for 30.9% of global web traffic (of which 62.9% is hit by ad blocking).
  • Desktop accounts for 50.6% of web traffic (of which 21% is hit by ad blocking).
  • Tablets account for 9.5% of web traffic (of which 4.4% hit by ad blocking).

Mind you, improved awareness about ad blockers certainly had some effect on consumers who are now more conscious about data allowance and internet speeds. In short, people are removing ads, because ad blockers also reduce bandwidth consumption and they speed up page load times.

Adblock Recovery

To put it simply, ad blockers are indeed costing publishers up to 30% of their ad revenue and with mobile ad blockers gaining momentum, publishers may need to resort to different business strategies. Luckily there is a solution for that. There’s a solution to unblock VAST and VPAID 2.0 video ad revenue with Brid’s proprietary ad de-blocking tech ADIQ Adblock Recovery Solution, which ensures that content is seen across desktop and mobile devices.

Tagged: Ad blockers, Ad Blocking, adiq