Why Just Blocking the AdBlockers Doesn’t Work
Preliminary data shows it does more harm than good.
As more and more internet users start adding adblocking software to their browsers, content providers and publishers are in a tough situation: How can they continue to support content creation if the revenue stream they rely on the most is being circumvented by an increasing number of users?
As it stands now, digital media companies are likely to lose as much as $27 billion by 2020 due to adblocking software — this despite the fact that overall digital publishing revenue is growing (driven primarily by Facebook and Google).
To get around adblockers, some publishers have opted to simply block adblocking tools. When adblocking users go to websites that have opted to go this route, they’re usually greeted by a popup that tells them to either disable their adblocking software or sign up to become a premium member, usually for a nominal fee.
While this tactic might sound like a reasonable solution to what’s continually becoming an even greater problem — nearly 70 million American internet users already use adblocking tools and the number is expected to be 86.6 million in 2017 — preliminary data shows the approach may do more harm than good. A recent independent analysis of several prominent sites that restricted adblocking user access revealed that each site’s traffic took a serious hit after the user-unfriendly measures were implemented.
Which makes perfect sense. There are over 1 billion active websites in the world today. A news site, for example, will invariably have competition. The larger the scope of the issues it covers, the more sites it will be competing against. When a user is greeted by an obnoxious popup telling them to perform an action before they can read a story, they are unlikely to have an exceptional user experience. Knowing that there are countless other websites that are likely to have published similar content without hiding it behind obstacles, there’s a good chance they’ll go somewhere else.
In a perfect world, publishers could simply block adblocking users or coerce them into whitelisting their sites or signing up to become premium members and make a ton of money along the way. Unfortunately, it’s not that easy.
Companies that provide enjoyable user experiences have seen their revenues increase by 37%. That being the case, instead of turning a substantial chunk of their audience away — and making it that much harder to attract new users — publishers and content providers need to figure out a new way to support content creation while still providing an optimal user experience.
The good news is we think we know exactly what the ideal solution to this conundrum looks like: a plug-and-play white labeled tool that enables publishers to give their users the choice of supporting their favorite content via micropayments or opting to watch short video ads.
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: