We’ve talked about ad blockers in the past and we’re back on this topic, as it can be considered one of the biggest issues both advertisers and publishers are dealing with nowadays, forcing them to rethink revenue models.
Keeping it short, we all know that ads are the main source of revenue for publishers in several markets, so the fact that a lot of websites are blocking access to content for people using ad blockers doesn’t come as a surprise.
Recently, Indianexpress, a website that ended up using this solution as well, talked with Gurmit Singh, VP&MD at Yahoo India, in order to find out the company’s view on this issue. Because yes, it’s a real issue!
The focus should be on how to stop ad blocking on smartphones
Back in 2014, Yahoo conducted a study and found out that more than 80 percent of smartphone users click on a mobile ad, while 30 percent of them use smartphones and tablets for pre-purchase research. Therefore, ads who provide value are definitely well-received by the public. On the other side, things change when they get irrelevant messages.
Yahoo believes that ads can be considered a part of an exciting, immersive online experiences, complementing content and making better for users. Also, they seem to be against ad blockers, claiming that the overall online experience is less rich without them.
Even more, the search engine company claims that users need to understand that ads are their for their own benefit, being specifically tailored, considering their online activity. If they continue with blocking them, it’s obvious that the Internet industry will be affected. In a negative way, that is.
OK, so…any solutions?
Currently, publishers are thinking about using more effective targeting and improved contextual ad formats, such as native advertising. The latter seems to be gaining ground with publishers and brands, working very well with mobile screens, not to mention that the ads are less distracting.
Yahoo is already relying on them, their native ads being contextually relevant, non-interruptive and working across devices. However, how long until everybody will focus on this type of ads? Right now, it’s pretty hard to tell…