3 Sustainable Ways to Conquer AdBlocking Software
In 2016, nearly 70M Americans used adblocking software. In 2017, it’s projected to grow by 24% to more than 86M individuals.
In 2016, an astonishing 69.8 million Americans used adblocking software. Pundits predict that even more internet users will use the technology in 2017, with adoption growing by 24% to 86.6 million individuals.
Phrased another way, more than one out of every four internet users don’t see any ads when they navigate from site to site. While users block ads for a number of reasons — they may want to enjoy a better user experience themselves or they may want websites to load quicker, for example — adblocking software hurts publishers and content creators quite a bit, to say the least.
According to Juniper Research, publishers will collectively lose $27 billion by 2020. That’s an incredible amount of money however you look at it.
This is a serious problem for both publishers and content consumers alike. Publishers and creators aren’t exactly going to continue making and supporting content if there’s no money in it. Which isn’t a very desirable outcome from a consumer’s perspective either, if for no other reason than there won’t be any content for them to digest.
The writing’s on the wall: There needs to be a new, sustainable way to conquer adblocking software and incentivize publishers and content providers to continue producing the content that readers like. Luckily, there are new methods and technologies that publishers can use to beat adblocking tools and unlock new revenue streams. Here are three of them:
1. Establish an easy-to-use micropayment mechanism.
Would you mind forking over, let’s say, 21 cents to read an engaging piece of long form content — particularly if the alternative meant that the specific piece wouldn’t otherwise exist without your financial support?
It’s easier than ever for publishers to integrate white-labeled micropayment solutions into their websites — ones that blend into the background and don’t disturb the user experience. Going this route, publishers can choose how much to charge for each piece. A shorter piece of content might warrant something like 13 cents while a longer piece might go for 41 cents.
Micropayments offer publishers the flexibility to charge however much they want and customers the convenience that comes with making small, seamless payments to support their favorite content creators. As a result, micropayments can help support quality journalism — something that’s essential to maintaining a well-informed public.
2. Let users support content via opt-in video advertisements.
Not everyone is okay with forking over any amount of money, no matter how small it might be. Virtually all users understand that it takes money to support the creation of high-quality original content. While they may not want to open their own wallets to support content creation, many users will endure short, targeted video advertisements if it means they can still access the content they want to access for free — particularly since they’re becoming more and more used to it after Google rolled out unskippable ads for its YouTube content in 2015.
Thanks to new solutions, publishers can opt to easily embed short video ads that appear native on specific pieces of content. They can use data to determine the videos that are most likely to be well received by their users thanks to A/B testing and analytics.
Even better, publishers can give their users the choice of making micropayments or watching short video ads. That way, they’ll have control over how they choose to support the content they love — something that’s critical in today’s world that demands customized experiences.
3. Force users to become subscribers — either paid or otherwise.
Publishers can also require their users to create accounts in order to view content on their sites. While some content providers might choose to charge their users a small recurring monthly fee to read their content (e.g., $3.99/month), other publishers might opt to simply have them create accounts and send over personal information that can later be used for email marketing campaigns.
While some publishers may be able to get away this tactic, a majority of consumers probably aren’t too keen on creating yet another account when they can almost certainly find substitute content for free. Keep in mind that the average internet user already has upwards of 118 different accounts to keep track of. Most people simply aren’t going to want to sign up.
But, without a doubt, publishers that have the right premium content will be able to generate revenue this way.
The demand for content is there — which means there will always be those to create it. While adblocking solutions might have temporarily strained publishers’ revenue streams, new solutions are emerging to help content providers get the revenue they need to not only sustain but to grow their operations.
Today’s internet users expect to be able to customize their experiences. And a vast majority of them don’t want to have to create yet another account to consume the content they love. Give users the option to make micropayments or watch short videos to support content creation. That’s how publishers can beat adblockers without hurting the user experience.
AdTechMedia is an adtech platform with micropayments capabilities for media content. We help publishers and content providers to generate complimentary revenue streams that are immune to adblocking software. Check out this 30 seconds video to learn more: