It is probably painfully obvious to anyone reading this that online advertising is a large part of the Media and Entertainment industry; and according to a recent study by AdExchanger, Ad revenue from internet ads will make $6.2bn in the industry in 2015 alone, which is a 19% growth from last year.
Despite the seemingly large number attached to online advertising in the industry, there are large amounts of potential revenue going to waste.
AdExchanger revealed Browser plugins that remove ads from webpages and disable cookies are becoming more prevalent every year, and with that they are taking up more potential revenue from advertisers. On average 29% of Linux users use the programmes, along with 13% of Mac users and 10% of Windows users. Adblock alone has been downloaded well over 170 million times. Ad blockers are much more prevalent in tech savvy webpages, making digital marketing a minefield for lost revenue; some websites in the digital sector could lose up to 55% of their ad revenue due to ad blockers, as stated by a ClarityRay study.
In 2011 however, Adblock introduced a feature that changed the service from completely blocking all ads. Adblock’s ‘acceptable ads manifesto’ was introduced, allowing some ads to be shown on webpages if they were deemed to be ‘non-intrusive and non annoying’ along with other parameters in Adblock’s algorithm. Despite this a company must gain ‘whitelist’ status from the company, meaning they approve the ads and take a cut of the revenue from ads on the page. This along with the growing number of people using adblock and similar services seems like it could be the end of Internet advertising, as we know it.
If your business could be losing revenue from ad blockers, we recommend using a site auditor such as PageFair to find out how many of your users block your ads as a precursor to taking agency advice for ways to market to customers more effectively.