![]() Several adtech vendors offer free ad-block calculators that allow you to detect the number of users with ad blockers enabled and estimate how much revenue you are losing on a monthly or annual basis. These standards are paving the way toward reforming industry practices by eliminating intrusive and annoying ads that trigger users to install ad blockers in the first place.Īd-Blocking Countermeasures For Publishersīefore exploring countermeasures, publishers should try to gauge the impact ad blockers have on their inventory. Over the years, several industry initiatives have emerged in response to “bad” ads, such as the Coalition for Better Ads and Acceptable Ads, which have been setting standards for ads that can deliver value without compromising the users’ experience. No matter how these numbers are read, they convey a worrisome truth: ad blocking disrupts a significant chunk of publishing revenues. By the end of 2019, a whopping 763 million people were using ad blockers on either a mobile or desktop device. However, mobile ad blocking is growing slowly but steadily, doubling over its 2017 levels to reach 2.4% in 2018. On the other hand, a three-year audit conducted by the Association for Online Publishing showed a decline in desktop ad-blocking, with numbers falling to 20.5% in mid-2018, after having reached a peak of 30.4% in 2016. The use of ad blockers has been growing for over a decade, and according to GlobalWebIndex’s 2019 data, nearly 47% of internet users globally use ad blockers. ![]() steadily increased from $3.89 billion in 2016 to $12.12 billion in 2020. Statista reports that the economic cost of ad blocking in the U.S. These numbers convey only a part of the true damage to the digital advertising supply chain given that, on average, publishers’ share stands between 28% and 40% of the total ad spends. Even in the most optimistic scenario, where every possible countermeasure is taken, publishers will still be set back by $16 billion. The goal is to create a positive browsing experience that keeps them coming back.Research conducted by Ovum estimates that ad blocking could cost publishers as much as $78 billion globally in 2020. For example, “You must love us - you've consumed 10 articles today.” One good way to do this is to use an article counter. Remind regular visitors of how often they come to your site.Instead of whitelisting, say “allow ads.” For example, “Help our health experts create more content for you.” Be open and honest, and emphasize how ads support your site.Give visitors multiple opportunities to see your message since they won’t always convert the first time.Speak to your audience in your own voice.When trying to encourage people to whitelist, here are some tips: It’s important to continuously monitor your audience’s responses, and adjust your messaging accordingly. This group is most likely to whitelist a site and are open to reasonable alternatives like paid subscriptions.Īsking people to whitelist your site is one of the most common solutions publishers use to address ad blocking. They are simply overwhelmed by intrusive ads and see ad blocking as their only option. Many people who use ad blockers want to support good content and don’t object to ads on principle. People who are overwhelmed by intrusive, annoying ads.Either way, this group is open to whitelisting or even disabling their ad blocker as long as it’s a quick and easy process. Many people may have had their ad blocker installed by a friend or family member, or they may be using a browser that automatically enables a “privacy” mode. People who don’t realize they’re using an ad blocker.This group enjoys the convenience of not seeing ads and will likely move on if they run into any roadblocks or requests. People who simply don’t want to see ads.These users value choice and control over their browsing experience, and they are more likely to whitelist a site than disable their ad blocker completely. People who install ad blockers to protect their privacy.These groups all respond differently to different types of engagement. People who use ad blockers generally fall into four groups, represented throughout the demographic spectrum in the US and EU.
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