{"id":113169,"date":"2015-11-25T13:15:00","date_gmt":"2015-11-25T18:15:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/what-does-the-rise-of-ad-blocking-software-mean-for-digital-paid-advertising\/"},"modified":"2024-12-21T05:54:37","modified_gmt":"2024-12-21T10:54:37","slug":"what-does-the-rise-of-ad-blocking-software-mean-for-digital-paid-advertising","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/what-does-the-rise-of-ad-blocking-software-mean-for-digital-paid-advertising\/","title":{"rendered":"What does the rise of ad-blocking software mean for digital paid advertising?"},"content":{"rendered":"

There\u2019s been a lot of talk recently about ad-blocking and a number of studies have been conducted to try to assess the true scale of it. According to November\u2019s Ad Blocking Report from the Internet Advertising Bureau and YouGov, 18% of British adults are using ad-blocking software<\/strong>.<\/p>\n

At Ambergreen, our paid media team are always on top of the latest developments in their sector so we spoke to them to get their take on the situation.<\/p>\n

\"Graeme\"Our Paid Media Consultant, Graeme Orr,<\/strong> acknowledges that ad-blocking plug-ins are something the team are aware of:<\/p>\n

\u201cThere seems to be a bit of a buzz around it just now and this is making more people aware of it who are likely to install it as a result.<\/p>\n

\u201cSearching for keywords we know to be relevant and bring in conversions is likely to be impacted. Also retargeting campaigns, which are commonly a key part of an online marketing strategy, will lose reach.<\/p>\n

\u201cI’m not so sure we will see a massive drop in conversion rates, if any at all. I think the main issue will be around reach but I don’t see any real difference in performance currently. It is important to keep our finger on the pulse in case AdBlock grows in popularity.\u201d<\/p>\n

\"MalcolmMalcolm Figures is Ambergreen\u2019s Head of Paid Media<\/strong>. He\u2019s been monitoring the reaction of publishers to the threat posed by ad avoidance:<\/p>\n

\u201cA new Apple iOS has led to a surge in ad-blocker use (particularly in young affluent users who are highly desirable) as well as increased awareness. Questions have been raised about Apple\u2019s motives and whether this is intended to hurt Google.<\/p>\n

\u201cPublishers are fighting back against software like AdBlock Plus, with high profile sites such as the Washington Post which uses pop-ups when an ad blocker is detected to ask for the user\u2019s email address or asking them to turn off the ad blocker in order to view the content. I’m sure video publishers are doing the same.<\/p>\n

\u201cThis is going to become more commonplace as publishers need to get something back for their content, so either they’ll get another piece of data such as an email or they’ll block the content. Quite right in my opinion.\u201d<\/p>\n

\"ColleenIn fact, Paid Media Manager, Colleen McCaskell,<\/strong> is already aware of examples of video publishers finding ways to counter the impact of ad blocking:<\/p>\n

\u201c4oD requires users to disable their ad blockers in order to stream videos and also requires them to disable popular extensions like Ghostery and plugins that are meant to prevent tracking for advertising purposes.\u201d<\/p>\n

Although publishers are clearly swinging into action, Graeme makes the point that the situation is still nuanced:<\/p>\n

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