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Related: Editorials & Other Articles, Issue Forums, Alliance Forums, Region ForumsAdblocking unleashes anxiety across the advertising industry
New filtering technologies figure to disrupt conventional marketing models
The marketing industry knows how to throw a party. Stars ranging from musicians Mark Ronson and Snoop Dogg to the actor who plays Big Bird on Sesame Street joined 95,000 advertising luminaries in New York last week for a week of seminars, special events and schmoozing.
It is no surprise that an industry so polished in the art of persuasion would put a positive spin on its predicament. But not even Mad Mens Don Draper could hide the anxiety sweeping the worlds advertising hubs of Manhattans Madison Avenue and Londons Charlotte Street.
Digital advertising, the industrys fastest growth area, is under attack from twin forces: software that enables viewers to block ads on their smartphones and computers, and online fraud, which distorts the measurement of video views and impressions, siphoning off spending to a network of shadowy middlemen.
Adblocking, the most recent threat, has gained traction and visibility since the launch of Apples latest operating system in September, which can run the software. Designed to filter ads that slow page load times and annoy users, the adblockers released to date have been among the most popular available from Apples App Store.
Last week, Digicel became the first mobile operator to start blocking ads on its network. The Caribbean-focused network owned by Denis OBrien, Irelands richest man, said it had started in Jamaica and would introduce the technology to its other markets in coming months.
But the effect of the latest adblocking software, alongside those programs already available on PCs and laptops, could have ruinous implications for the companies that rely on digital advertising (Like DU), such as online publishers. Estimates over precisely how ruinous vary wildly: UBS said last week that adblocking would cost the advertising industry $1bn, while a report in recent months from PageFair and Adobe put the figure for 2015 alone at $22bn.
http://www.ft.com/intl/cms/s/0/df072c9c-686f-11e5-97d0-1456a776a4f5.html
Nye Bevan
(25,406 posts)enabling people to fast-forward through commercials? Nobody should be shedding any tears for the advertising industry, they will always find a way to show you their product.
msongs
(67,405 posts)and only then should we have to watch any kind of ads
Logical
(22,457 posts)Chisox08
(1,898 posts)I haven't watched an entire ad in years.
Logical
(22,457 posts)Let me guess, you don't read the newspaper either or you cut the ads out before you read it! Also you don't read magazines, or have someone cut the ads up before you read it.
And I have trouble believing you have watched an ad in years. But carry on.
Jesus Malverde
(10,274 posts)Chisox08
(1,898 posts)after I realized that over a third of the pages were nothing but ads. When it comes to newspapers I read the online version with adblock enabled.
Most of the TV I watch is recorded so I can easily skip the ads. As for live TV ads is good for bathroom breaks and snack runs, like I said I haven't watched a full ad in years.
Logical
(22,457 posts)pintobean
(18,101 posts)and feed 'em fish heads. If they weren't so intrusive, and bandwidth hogs, people would be more tolerant.
Logical
(22,457 posts)pintobean
(18,101 posts)Advertisers have always been arrogant and intrusive. People got fed up.
Logical
(22,457 posts)Who pays for it.
pintobean
(18,101 posts)Logical
(22,457 posts)Shit ain't free. But keep thinking they are just being evil.
pintobean
(18,101 posts)You'll be even more popular than you already are - right up there with advertisers.
Pretty smart.
Logical
(22,457 posts)pintobean
(18,101 posts)that's what happened.
Logical
(22,457 posts)jberryhill
(62,444 posts)Please stay on this post for one minute, for a very pithy reply from Jberryhill.
In the meantime, have you ever thought about going to Red Lobster for dinner?
Fuck your shellfish allergy, we're going to show you 45 more seconds of endless shrimp, before we get to my reply to your post.
Renew Deal
(81,858 posts)People should continue to block ads that take forever to load or are self starting video.
After one video hit me three times with ads because I was dumb enough to test Microsoft Edge I vowed to never watch an ad again.
From 1998-2004 they ruined connection after connection after connection with popups, popunders, kiosk mode, endless loops, and all sorts of other chicanery. They made their bed, they can die in it. Metaphorically speaking, just in case that needs to be pointed out.
pintobean
(18,101 posts)that gave pages and pages of shopping results to sift through?
Shandris
(3,447 posts)I still miss the scary spinny-gif images, though. And the little 'This site is part of the ____ webring!'. All the little tags you'd drop at the very bottom of a page.
Good times.
Oh, and that annoying little hit counter!
CaliforniaPeggy
(149,615 posts)killbotfactory
(13,566 posts)backscatter712
(26,355 posts)...maybe I'd think about not blocking them.
But these days, ads are obnoxious, they frequently hit people with malware, and suck large numbers of CPU cycles.
So bye-bye. The ad industry did this to itself.
Atman
(31,464 posts)Most of what we enjoy on the internet (and on tv) is sponsored. IOW, the bills are paid by the advertising. Hate on your cable company and their extortionist rates, but they are providing a different service altogether.
Companies still need to sell product to stay in business. They need you to know about their products. They use advertising. When they figure out we're all just skipping over all of their ads they'll just find another way. Product placement in movies and tv shows, already pretty annoying in the worst offenders, will become the norm as advertisers figure out you can't skip by an entire important scene of a movie just to avoid looking at a logo or a product. We'll then start paying exorbitant ticket prices at theaters, or more companies will do what Hulu just started doing (and DU has done for a while); they'll simply charge you more to avoid the ads. And they advertisers will buy up more park benches, bus sides, billboards, anything and everything possible.
I agree that the slow-loading ads are a real problem. I'd rather have an app that aborts any ad dl that doesn't complete withing 1-2 seconds. Force the advertisers to keep it simple if they want to get their message out. But don't for a moment think advertising is going to go away just because of ad blockers. Not on your life.
Betty Karlson
(7,231 posts)small and easily loadable / non-malware sensitive ads, while blocking all the megabiting nonsense.
bemildred
(90,061 posts)KentuckyWoman
(6,679 posts)I would gladly take the ads if they weren't slow loading, blinking all over the place auto load music and sounds and splash up over the page I want to read and then ask me 4 times if I really want to close the ad.
Just give me a banner ad that's relevant to me and we are cool. I might even click them.
A Little Weird
(1,754 posts)workinclasszero
(28,270 posts)They pry it from my cold dead hands!
moondust
(19,981 posts)blocks all the ads but still increments all the ad view counters (if there is such a thing)?
Egnever
(21,506 posts)but still leaves the advertisers with a problem so essentially would equal the same thing.
moondust
(19,981 posts)mythology
(9,527 posts)Think how many sites you go to per day that you don't pay for. Every one of those sites has costs associated to bringing you their content from web hosting, to maintenance, to making the content, to paying people's salaries.
When ads don't pay the bills any more, does everybody go to walled sites where you need a membership?
CBGLuthier
(12,723 posts)per impression so that would not help.
If everyone starts using adblockers many a website will just go away. people aren't doing this all for fun.
I have never used an adblocker because I believe content providers have a right to earn money for their endeavors. Anything else would feel like theft to me.
olddots
(10,237 posts)for antidepressants = watch TV and it depresses you .
davidn3600
(6,342 posts)Some of these ads are incredibly complex and involve moving animations and flashing and it's distracting to the web user. Some even include sounds.
When you are that distracting, people have no interest in what you are selling. They just want your shit off their screen before it triggers a seizure.
strategery blunder
(4,225 posts)If your ad is simple enough that it doesn't require scripts to run (such as a banner ad), I'll still see it.
If you have that blinking, flashing, noise-making, seizure-inducing crap that'll cause the page to take an hour to load, I won't.