How to Beat Adblocking without Hurting the User Experience
A win-win solution for customers and publishers alike.
It’s no secret that in the age of adblocking, many publishers and content providers are having a difficult time generating as much revenue as they’d like. In fact, a recent study projected publishers collectively stand to lose as much as $27 billion by 2020.
Since revenue is essential to the continued operation of content-rich sites, this presents a very serious problem. To counter adblockers and increase revenues, publishers have generally tried tactics that have had an adverse effect on the user experience, including:
- Native advertising. Anyone who’s ever spent time reading sponsored content without knowing it was an ad until afterwards can attest to the fact it made them feel at least a little cheated. Some folks who were duped by native advertising would likely think twice about returning to the same site.
- Premium content. Many publishers and content providers ask visitors to either fork over personal information by creating yet another username and password or subscribe to their sites for a nominal fee. This can work in some instances. But if a site has many substitutes, chances are users will flock elsewhere instead of jumping through additional hoops.
- Force users to turn adblockers off. Some websites, like Forbes, require adblockers to disable their adblocking software to view their content. The data shows that this approach isn’t that effective. After forcing users to disable their adblockers, Forbes has dropped from the 170th-most viewed website in the world to the 240th.
- Serve more and more ads. According to IAB, 26% of internet users have installed adblocking software. To counter those users, some publishers have decided to serve even more ads in an attempt to recoup the lost revenue from their non-adblocking audience. Everybody knows how annoying popups and video ads that automatically load can be — not to mention how ads cause sites to take longer to load in general. That’s important, because as Kissmetrics notes, 40% of users will abandon a site if it doesn’t load within three seconds. Is it worth it?
- Pagination tricks. Requiring users to click through a 30-page slideshow to see information that could have been presented on a single page may work on some of your more hardcore users. But the average person will be turned off by what many perceive to be a cheap trick. Remember, 88% of consumers are less likely to revisit a site following a bad experience.
In the age of seemingly zillions of substitute websites, publishers and content providers simply can’t afford to annoy their users. Serve up a mediocre user experience, and visitors will go elsewhere — it’s as simple as that.
Luckily, there are new options for publishers looking to generate additional revenue without adversely affecting the user experience. For example, AdTechMedia’s patented plug-and-play technology enables content providers to let their users choose the ideal way they’d like to support content creation. Users can either decide to make frictionless micropayments or watch a single video ad to unlock content. Going this route, publishers can choose how much to charge for each article (e.g. 5 cents) or how long a video ad should be (e.g. 10 seconds). Long form content, for example, may require higher micropayments or longer ads than something that’s brief.
SourcePoint gives users the option to allow targeted ads on the sites they enjoy, watch a video to unlock content or pay a monthly subscription fee. The company also provides insights to publishers and content providers as to how many of their users are using adblocking software and where they’re located.
Then there’s PageFair, which serves up ads that circumvent adblocking tools. Unlike the bulky, cluttered ads that detract from the user experience and cause many users to try adblocking solutions in the first place, PageFair’s ads are minimal, load quickly and guarantee privacy and security.
In all cases, it is entirely up to the content provider to configure their websites’ settings exactly as they like.
As they look for ways to beat adblockers, publishers and content providers need to make sure they don’t detract from the user experience. By opting to give users a choice in how content creation is supported, their experience remains an enjoyable one. Instead of turning users away from their sites, publishers and content providers can use data to shape the entirety of the user experience.
The end result? A win-win solution for customers and publishers alike. Customers get to read and support great content, while publishers get to bridge the revenue gap adblocking software created.
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 ad blocking software. Check out this 30 seconds video to learn more: