Three Powerful Messages Uncovered by IAB’s Ad Blocking Report, July 2016
Ad Blocking: Who Blocks Ads, Why, and How to Win Them Back, a research report conducted by the IAB with C3Research, shows two-thirds of U.S. consumers using ad blockers could be convinced to uninstall their ad blocking software.
Back in July 2016, nonprofit organization Interactive Advertising Bureau in collaboration with marketing research agency C3Research published their findings into widely-circulated research report called Ad Blocking: Who Blocks Ads, Why, and How to Win Them Back. The in-depth study reveals 3 powerful messages that consumers are repeatedly saying:
- Give users control (e.g. video skip button, thumbs up/down ratings)
- Assure users safety (e.g. provide guarantees that site and ads are secure, malware and virus-free, and won’t slow down browsing)
- Don’t disrupt users flow (e.g. ads that block content, long video ads before short video content, ads that follow down the page, pop-ups, full page ads, autoplay, or slow loading, especially on mobile)
In this blogpost, we will discuss the implications of every message surfaced by this report and will cross-check them with AdTechMedia capabilities. We are very humble and proud to provide solutions that address these concerns. Let’s see how we’re doing that…
Give Users Control
Ad blocking software empowers users to get rid of ads, but this report goes deeper and uncovers a much more powerful message: users don’t hate ads. Instead, they are just annoyed by removed control and increased intrusion (page 22).
After testing unblocking approaches, two major concepts resonated with potential unblockers (page 45):
- Provide video skip button after viewing some of the video ad
- Offer ad ratings (e.g. thumb up, thumb down)
In this context, AdTechMedia is one of the leading products in the market, that puts the user experience at the center of the universe:
Most users on AdTechMedia platform choose advertising route. They click Show Ad button, watch a short and relevant ad, and get the following engaging message:
Assure Users Safety
Another powerful message taken from research report is that users are concerned about safety (page 16). Non-blockers say “I only visit sites that I know and trust” or “When I’m browsing online, I’m concerned about getting a virus”, while ad-blockers complain about speed and interruptions, saying “When I’m browsing online, I want as few interruptions as possible” and “I prefer streamlined websites, where I can get to what I want quickly”.
AdTechMedia is secure by default, using encryption in every layer and communicating over HTTPS/SSL. But the most revolutionary feature built into the platform is around users safety and privacy. We don’t track users and we don’t store users metadata. Instead, we run machine learning algorithms to detect content’s key concepts and serve most relevant ads available. If the content is relevant to you, the ads will be relevant as well.
Don’t Disrupt Users Flow
Last powerful message, but not the least, is disrupting the flow in the middle of content consumption. To name few:
- Ads blocking content or follow down the page through the content
- Long video ads before short piece of content or autoplays
- Slow loading ads, especially on mobile devices
- Pop-ups or full page ads
In our humble opinion, this is the most powerful message, and therefore the most powerful feature in AdTechMedia platform. Users decide upfront who pays for content consumption and never get disrupted during the process. At the end of the day, everybody is happy: publishers get paid regardless of ad blocking, advertisers get exposed to relevant audience and consumers get amazing user experience.
We believe that publishers and content providers have the moral obligation to offer consumers, without overwhelming them, the most relevant options to be compensated for content consumption. Every barrier to achieve this goal is exponential increase in probability of loosing them.
IAB makes an effort to help the industry to find solutions to ad blocking challenges. And so do we. Don’t wait, try now: www.AdTechMedia.io!
Bonus: IAB Recommends…
LEAN stands for Light, Encrypted, Ad choice supported, Non-invasive ads. These are principles that will help guide the next phases of advertising technical standards for the global digital advertising supply chain.
- Light — Limited file size with strict data call guidelines.
- Encrypted — Assure user security with HTTPS/SSL compliant ads.
- Ad Choices Support — All ads should support DAA’s consumer privacy programs.
- Non-invasive (non-disruptive) — Ads that supplement the user experience and don’t disrupt it. This includes covering content and sound enabled by default.
DEAL stands for Detect, Explain, Ask, and Lift or Limit. There are recommended approaches for publishers to connect with ad blocking consumers through a step-by-step process:
- Detect ad blocking, in order to initiate a conversation.
- Explain the value exchange that advertising enables.
- Ask for changed behavior in order to maintain an equitable exchange.
- Lift restrictions or Limit access in response to consumer.
AdTechMedia is Advertising Technology for Media industry. 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: