615 million devices.
Yes, you heard that right! 615 million global devices now use adblock and that’s 30% more year-over-year, according to Pagefair’s 2017 Adblock report, mobile adblock usage grew by 108 million to reach 380 million active devices, while usage of desktop adblock grew by 34 million to reach 236 million assets. devices. The adoption of Adblock on desktops and laptops continues to grow despite the migration of users to the mobile web. The use of mobile ad units increased in Asia-Pacific by 40% in 2016.
Ad blocking has gone from mild irritation to a total crisis that shows no signs of disappointing. The dramatic rise in ad blockers continues to rise with no end in sight. The trend is getting scary, creating a great need for ad blocking solutions.
3 in 10 Internet users in the United States are expected to use anti-adblock solutions by 2018, says eMarketer. Publishers need to address the problem and regain control of their online ads over which ads run and at what price to make up for their lost revenue.
Publishers need to fight ad blockers: $ 21.8 billion in ad revenue lost
Ad blockers could cost roughly $ 21.8 billion in lost revenue a year for the online advertising business, according to pagefair’s report on ad blocking. “It is as big a disruptor for us as the Internet was when it first appeared,” said Darren Goldsby, CTO of Hearst Magazines UK.
Ad blocking is estimated to cost publishers more than $ 75 billion by 2020 and even if all goes well for publishers, it is still expected to cost more than $ 16 billion, says digiday. Publishers must figure out what can be done to defeat these harmful ad blockers and regain control over their revenue and audience attention at the same time. Publishers must balance the often conflicting requirements of what agencies and brands value.
According to digiday, across Dennis Publishing’s portfolio, the ad blocking rate has remained constant at around 23%. However, on mobile devices, ad blocking rates have increased from 2% to 4% in the last 12 months, which is concerning as most of the traffic is coming from mobile devices, so the fear is that this rate may increase. Dennis has lowered ad blocking rates from 30% to 19% by blocking content to block users and then asking them to whitelist the site.
Forbes promises ad-blocking users that they will get an ad light experience if they turn off ad blockers, the BBC reports. Forbes has said that if readers comply, they will not be shown any welcome ad, no video ad inserted between paragraphs, and no ad between posts. If they do not comply, they will be denied access to the content of the site.
Mobile ad blocking will be expanded in 2018
According to the Adblock report from Pagefair 2017, the largest geographic driver for the use of mobile ad blockers has been in Asia-Pacific, where 94% of mobile ad blocking takes place. The use of mobile ad units has rapidly expanded to 59% of smartphones in India. Mobile ad blocking is now ready to expand to North America and Europe. More than 600 million devices were found running adblock software worldwide, 62% of which were on mobile devices in December 2016.
This year, 13.8% of smartphone users and 31% of desktop / laptop users are expected to use ad blocking solutions, eMarketer reports.
2018 predictions to block ads
It was found that 24.4% of US Internet users blocked ads on their devices in 2016. This figure is projected to grow to 30.1% in 2018, says the report ‘User Penetration Rate Ad blocking in the United States from 2014 to 2018 ‘from Stastita.
Nearly 1 in 10 smartphone users in the US, about 9.6% will use ad blockers next year, up from 7.9% this year. In total, more than a quarter of US internet users – about 27.5% or 75.1 million people – will use ad blockers in 2018, eMarketer reports.
According to eMarketer, 89% of the 11.4 million people will block ads on desktop / laptop computers, while 33.8% will block ads on smartphones. Looking ahead to 2018, overall growth will slow to 8.1%, reaching 22.2% of the UK’s 12.3 million internet users. The gap between desktop / laptop and smartphone ad blocking will start to close in 2018, but software adoption will still lag far behind on mobile devices.
As the pressure on publishers increases, the demand for anti-adblock solutions could increase exponentially. Many ad blocking solutions to prevent adblock from hurting publishers’ online advertising business have been around for several years. Publishers now need to get the control over their ads and the compensation they deserve.
Smart publishers will choose solutions carefully so that they can deal with ad blocking in a way that ensures that the solution works in the best interest of advertisers and the end target audience.
5 anti ad blocker you should pay attention to in 2018
For your convenience, we have put together a list of companies that oppose ad blocking, offering the best ad blocking solutions that will make a difference in 2018.
How it works: Google might be surprisingly one of the ad blocking solutions, but as a large and influential ad network, Google has a huge market share. Google allows users to choose which ads they want to see while using Google tools. Google will allow publishers to participate in the “Funding Choices” program. When a user using a third-party ad blocker visits a participating site that uses Chrome, the user will be prompted to disable the ad blocker or to pay for the content. If they choose to pay the fee, Google will take a 10% cut and if they don’t select either option, they won’t be able to see the site. Publishers will not have to manage these types of messages themselves. They can outsource this task to Google.
How to avoid ad blocking: It is an authoritative analytical tool that helps publishers measure ad blocking. Understand how to make a difference by listening to everyone’s needs and finding win-win solutions, helping publishers improve ad blocking problems. As a result, advertisers don’t have as much competition on every page and users have less clutter. In addition to this, PageFair allows them to use source data and create a premium sector for readers who are willing to pay for content.
3) Point of origin:
How the Counter Works: This anti-adblock solution helps publishers offset their lost ad revenue. It creates compensation options for publishers and consumers and provides a comprehensive set of tools that enables publishers to tailor their content compensation solution to their specific needs. It is offered to publishers to clarify that there will be an exchange of value when people consume content, and to let each user choose whether they prefer a free ad-based experience or another way to compensate the publisher. Help publishers address the source of the problem. Allows publishers to communicate with their users about the compensation option. Establish a clear and transparent exchange of values.
How it blocks ad blocking: Adzsafe is the latest attempt to counter the impacts of ad blocking. It prevents ad blockers from interfering with online ads and allows ads to load and display safely without any interference from ad blockers. It does this without asking publishers to replace its online ad providers and does not need any minimum traffic requirements as other ad blocking solutions do. Prevent ad blocking from rendering users unable to access content online and avoid lost ad revenue. It has ‘Free Internet Protection’ tools that help sites that offer free Internet to protect their content in the browser of the user who has adblocker installed. It helps publishers get the compensation they deserve and control which ads are going to run and at what price. In addition to this, there is no need for publishers to share their advertising revenue with them.
Provides viewable ads, improves user experience, and offers an effective monetization platform. It uses contextual and behavioral analysis to ensure that all the ads we show are relevant to the ads that serve users and therefore useful rather than a nuisance. It offers a great opportunity to counter ad blocking. Provides mobile-optimized image ads to ensure a great user experience for readers. The main goal of this ad blocking solution was to improve the user experience by providing quality visual ads because image pages are better converted to websites. This sophisticated programmatic platform leverages visual assets to captivate users by generating high RPMs. Optimize the value of each impression using RTB and real-time big data analytics to maximize CPM. Their visual content ad formats deliver high CTRs through the use of dynamic optimization measures. Continuously optimize inventory visibility and ad placement to maximize publisher touchpoints with your target audience.
Make 2018 the year you beat the ad blocking trend
Now is the time to choose your strategy wisely and get the compensation you deserve from your ads. If you start now, you will be so much better when 2019 rolls around.