on 30 November 2015 06:42 PM
What is Ad-Blocking or Ad-Filtering?
It is a practice applied by Internet users based on the use of extensions or tools enabling online advertising blocking in websites. This is generally applied from the browser or operation system the user is working with. Nowadays, there are O.S. versions already coming with an installed blocking system (I.e.:iOS 9).
The blocking acts at the visual level, but it also implies the cut of calls to ad servers (for Ad Servers such as e-planning the request is directly not executed, which implies the non-registration of impressions).
Users using this kind of blocking look for an improvement in loading times of visited websites, among other technical issues, so as to improve their browsing experience. Others simply do it because they do not wish to be impacted by ads they are not interested in. Most of times, even behind the use of this type of technologies, there is the wish of not being “traced” or “tracked” by systems gathering browsing information to then apply several online marketing strategies.
Current scenario worldwide and in LATAM
This issue is not so alarming yet for players involved in the market. The possibly affected ones, if this fact becomes something of viral and massive impact, will be the content generators (publishers), as they live from ad investments, as well as those in need of media to apply communication strategies (advertisers/ agencies).
Even though a percentage of users is currently blocking ads neither crisis nor great problems have been detected in the digital ad ecosystem.
The issue is already installed, but the industry professionals do not perceive it as a threat.
According to sources consulted, regarding a survey made by Strata in May 2015, 44.8% of consulted people considered ad-blocking as a non-important issue for their agency and/or clients. Only 9% discovered the issue as worrying and another 46.3% evidenced to be quite worried. On the other hand, 88.1% indicated that ad-blocking was creating a null or vague impact in ad investment.
Better practices/ How to face Ad-Blocking
Technically speaking, it is not possible to skip blocking “barriers” from ad serving solutions. The cause of such impossibility falls in the kind of constant update technology applied by these providers. The codes connecting the website to the ad server are easily detectable.
This is the reason why different solutions should be approached.
As advertising determines the media economic survival, one of the alternatives is to regulate the Access to the website contents, even if the user agrees or not to see ads. For example: if the user gets access to more than 5 notes in the newspaper, a series of "pop-up" or window is triggered inviting him to keep looking at the contents but under the condition to accept the ad and/or subscribe to the website or newsletters for a monthly amount. If the user does not choose any of these options, a “limited” access will keep ruling to look at the website contents. However, if he accepts to see the ads, he will be entitled to have access to 100% of the information.
There are many well-known cases of websites already applying these solutions. This is the case of "The Washington Post". They ask visitors for their subscription to the website newsletter to be able to "unblock" the news:
Read more about this case here.
Other alternatives are more intertwined to improve advertising, for example, using "Native" and less intrusive ads.
For example, these are some of the rules promoted by Adblock Plus to access their "White list":
IAB UK - L.E.A.N
The IAB in UK launched a program in October 2015, which will be devoted to promote solutions to face the ad-blocking. Among the solutions they highlight to follow the industry standards. Some of them may be distinguished in their acronym:
We also leave hereunder the FAQ Guide about Adblocking published by the IAB UK in October of this year: IAB Ad Blocking FAQs 2015
To sum up, from e-planning, we believe that it is important to be informed about this trend, which will be surely growing, to be ready and face this issue the best way possible.
Page Fair: https://pagefair.com/
Adblock Plus: https://adblockplus.org/es/aboutAxel Springer contra los adblockers: bloquea a usuarios de Bild que los usen