In basketball, shot blocking is an important defensive skill that can greatly alter a game. Teams pay a lot of money for tall players with long arms to protect the rim, even if they are not skilled in other areas. This is because blocking what you do not want to happen is one way to increase the odds of something positive happening. The same principles that govern shot blocking in basketball are also responsible for the use of ad blockers on web browsers and mobile devices.
- The Rise of Ad Blocking Software
- The Great Threat Presented by Ad Blockers
- The Answer is AdAbouts
- Add Smarts, Add Relevancy, AdAbouts
There was a time when ad blocking software was almost exclusively constrained to web browsers on desktop computers however the environment has changed significantly in the last year. Apple’s release of iOS 9 last September helped popularize the so-called “ad free experience”, and it has had a resounding effect on mobile advertising worldwide. Various studies have found empirical evidence that shows more people than ever are blocking ads and that indicate the trend will continue in the future.
A 2015 report published by PageFair and Adobe found that ad blocking is increasing by 41% each year and that nearly 200 million people are currently blocking ads. This is a sharp increase that Adobe estimates cost the mobile advertising industry about $22 billion in 2015. Additionally, a survey performed by GlobalWebIndex saw 40% of respondents say they are interested in blocking ads on their mobile devices in the future. When the continued spread of ad blocking software is taken into account, the amount of money lost due to ad blockers could climb above $40 billion in 2016.
This increase should be worrisome to anyone who bases their business model around mobile ad revenue, including developers, mobile advertisers, and online content creators.
Ad blocking downloads have proliferated on mobile after the release of iOS 9 but the spread is not limited to Apple products. Android devices are now also capable of running ad blockers such as Ad Block Plus which filters traffic and removes advertisements. Scarily for mobile publishers, the expansion of ad blocking on mobile coincides with an increase in mobile web browsing meaning more traffic than ever is being filtered through ad blockers.
The root of the problem is widespread advertising fatigue among consumers. In fact, of those who currently run ad blocking software, 41% say they are overwhelmed with the amount of ads and 50% say they feel their personal information has been misused for advertising purposes. So, the reason that people are employing ad blockers more than ever before is because they have been over exposed to irrelevant ads that negatively affect their browsing experience.
With an ad blocker, mobile users see faster loading times, reduce their data consumption, and save screen space. Each of those is a positive result that makes ad blockers especially attractive to mobile browsers.
Further analysis of the ad vs. ad blocker dilemma results in an interesting dichotomy. Advertisements make free content widely available, in the same way that TV commercials subsidize TV shows. Without ads, free online content would largely disappear, so the question becomes: are consumers willing to pay a fee for content? Or, is there a better way to advertise that benefits everyone?
Consumer behavior seems to indicate that web users are not willing to let go of free content, although more research on the subject is needed. As a result, major online advertisers like Google and Facebook are devising solutions to this conundrum. They want to allow faster loading times and create less intrusive ads for users while maintaining their free content.
AdAbouts has a similar aim yet has capabilities that even the largest internet companies’ programs cannot match. Richard Sylvester, AdAbouts CEO puts it this way, “Yes, we compete with both Google AdMob and Facebook Audience Network. There are of course differences and our point is to be a premium exchange that offers fine tuning of some critical points other solutions don’t offer.”
Of the many improvements AdAbouts makes to mobile advertising, new technologies lead the way. Enhanced Real-Time Bidding (eRTB) practices are used to select the most relevant and profitable ad, rather than simply picking the highest bid. To aid in the determination, AdAbouts incorporates Location 2.0 Technology that takes a person’s physical surroundings and current activity into account, rather than relying on unspecific inaccurate geographic coordinates.
For every action there is an equal and opposite reaction. In response to shot blockers, basketball players invented the pump fake which is a movement, like a fake shot, to draw the opposing player into the air, thus opening space for a shot. Likewise, consumers have become hardened to traditional mobile advertising approaches and have turned to ad blocking software for a solution. In order to skirt around ad blockers, mobile advertisers must adopt new tactics. AdAbouts represents a new tactic that promises to change the way mobile users see and respond to ads on mobile devices.