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Jesus Malverde

(10,274 posts)
Mon Oct 5, 2015, 10:28 PM Oct 2015

Adblocking 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 Men’s Don Draper could hide the anxiety sweeping the world’s advertising hubs of Manhattan’s Madison Avenue and London’s Charlotte Street.

Digital advertising, the industry’s 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 Apple’s 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 Apple’s App Store.

Last week, Digicel became the first mobile operator to start blocking ads on its network. The Caribbean-focused network owned by Denis O’Brien, Ireland’s 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

40 replies = new reply since forum marked as read
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Adblocking unleashes anxiety across the advertising industry (Original Post) Jesus Malverde Oct 2015 OP
Didn't they also get nervous when VCRs were invented, Nye Bevan Oct 2015 #1
we PAY for these phone/internet services. when ATT/T mobile/charter give us the services FREE then msongs Oct 2015 #2
What? You pay for cable but still have ads. You are confused I think. Nt Logical Oct 2015 #5
I also have a DVR so I can skip all of those ads Chisox08 Oct 2015 #11
Lol..... Logical Oct 2015 #12
Nor in-programming, paid product placements...nt Jesus Malverde Oct 2015 #14
Actually I stopped reading magazines a few years ago Chisox08 Oct 2015 #16
Lol, ok. Nt Logical Oct 2015 #19
Fuck 'em pintobean Oct 2015 #3
No, people just want everything free. Nt Logical Oct 2015 #6
Bullshit. pintobean Oct 2015 #9
Lol, like I said, thieves want the content but think there is a magic fairy.... Logical Oct 2015 #13
Mmmm. Wonder what line of work you're in. pintobean Oct 2015 #15
programmer, not in any media field. I am just smart enough to know.... Logical Oct 2015 #18
And you keep calling people liars and thieves. pintobean Oct 2015 #20
ahhh, hurt your feelings? Nt Logical Oct 2015 #22
Lol. Yeah pintobean Oct 2015 #24
Ok, sorry, did not mean to do that! Nt Logical Oct 2015 #25
You may skip this reply in 1 minute jberryhill Oct 2015 #28
They are killing load times and provide no value Renew Deal Oct 2015 #4
OH yes. Shandris Oct 2015 #8
Remember all the search engines pintobean Oct 2015 #10
I'm having Lycos and Altavista flashbacks. Gulp. Shandris Oct 2015 #26
Too bad. I love my Adblock! n/ CaliforniaPeggy Oct 2015 #7
then stop flooding the internet with annoying obtrusive ads that can be used to inject malware. nt killbotfactory Oct 2015 #17
If ads didn't make my web look like the Vegas Strip, infest it with adware, and make my devices slow backscatter712 Oct 2015 #21
This will bite us all on our collective asses. Atman Oct 2015 #23
AdBlock Plus does exactly that: it has the option of allowing Betty Karlson Oct 2015 #39
Sounds good to me. I hope they all rot away. nt bemildred Oct 2015 #27
I have ad block but it's their own fault. KentuckyWoman Oct 2015 #29
Aww A Little Weird Oct 2015 #30
They can have my ad block when workinclasszero Oct 2015 #31
Can't somebody make an ad blocker that moondust Oct 2015 #32
Interesting idea Egnever Oct 2015 #33
What problem is that? n/t moondust Oct 2015 #34
That they aren't getting eyeballs on their ads and so they won't continue to pay for ads mythology Oct 2015 #36
Not how it works. Number one, that is called fraud, number two, some ads only pay when clicked not CBGLuthier Oct 2015 #37
all TV is now a days is a round about ad olddots Oct 2015 #35
I think they blew it with the flashing and the moving ads davidn3600 Oct 2015 #38
This is why I use NoScript instead of direct adblockers strategery blunder Oct 2015 #40

Nye Bevan

(25,406 posts)
1. Didn't they also get nervous when VCRs were invented,
Mon Oct 5, 2015, 10:30 PM
Oct 2015

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)
2. we PAY for these phone/internet services. when ATT/T mobile/charter give us the services FREE then
Mon Oct 5, 2015, 10:35 PM
Oct 2015

and only then should we have to watch any kind of ads

 

Logical

(22,457 posts)
12. Lol.....
Mon Oct 5, 2015, 10:57 PM
Oct 2015

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.

Chisox08

(1,898 posts)
16. Actually I stopped reading magazines a few years ago
Mon Oct 5, 2015, 11:03 PM
Oct 2015

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.

 

pintobean

(18,101 posts)
3. Fuck 'em
Mon Oct 5, 2015, 10:35 PM
Oct 2015

and feed 'em fish heads. If they weren't so intrusive, and bandwidth hogs, people would be more tolerant.

 

Logical

(22,457 posts)
13. Lol, like I said, thieves want the content but think there is a magic fairy....
Mon Oct 5, 2015, 10:58 PM
Oct 2015

Who pays for it.

 

Logical

(22,457 posts)
18. programmer, not in any media field. I am just smart enough to know....
Mon Oct 5, 2015, 11:07 PM
Oct 2015

Shit ain't free. But keep thinking they are just being evil.

 

pintobean

(18,101 posts)
20. And you keep calling people liars and thieves.
Mon Oct 5, 2015, 11:15 PM
Oct 2015

You'll be even more popular than you already are - right up there with advertisers.

Pretty smart.

 

jberryhill

(62,444 posts)
28. You may skip this reply in 1 minute
Mon Oct 5, 2015, 11:33 PM
Oct 2015

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)
4. They are killing load times and provide no value
Mon Oct 5, 2015, 10:39 PM
Oct 2015

People should continue to block ads that take forever to load or are self starting video.

 

Shandris

(3,447 posts)
8. OH yes.
Mon Oct 5, 2015, 10:46 PM
Oct 2015

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.

 

Shandris

(3,447 posts)
26. I'm having Lycos and Altavista flashbacks. Gulp.
Mon Oct 5, 2015, 11:30 PM
Oct 2015

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!

backscatter712

(26,355 posts)
21. If ads didn't make my web look like the Vegas Strip, infest it with adware, and make my devices slow
Mon Oct 5, 2015, 11:15 PM
Oct 2015

...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)
23. This will bite us all on our collective asses.
Mon Oct 5, 2015, 11:19 PM
Oct 2015

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)
39. AdBlock Plus does exactly that: it has the option of allowing
Tue Oct 6, 2015, 03:49 AM
Oct 2015

small and easily loadable / non-malware sensitive ads, while blocking all the megabiting nonsense.

KentuckyWoman

(6,679 posts)
29. I have ad block but it's their own fault.
Mon Oct 5, 2015, 11:37 PM
Oct 2015

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.

moondust

(19,981 posts)
32. Can't somebody make an ad blocker that
Tue Oct 6, 2015, 12:26 AM
Oct 2015

blocks all the ads but still increments all the ad view counters (if there is such a thing)?

 

Egnever

(21,506 posts)
33. Interesting idea
Tue Oct 6, 2015, 01:04 AM
Oct 2015

but still leaves the advertisers with a problem so essentially would equal the same thing.

 

mythology

(9,527 posts)
36. That they aren't getting eyeballs on their ads and so they won't continue to pay for ads
Tue Oct 6, 2015, 01:47 AM
Oct 2015

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)
37. Not how it works. Number one, that is called fraud, number two, some ads only pay when clicked not
Tue Oct 6, 2015, 02:37 AM
Oct 2015

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.

 

davidn3600

(6,342 posts)
38. I think they blew it with the flashing and the moving ads
Tue Oct 6, 2015, 02:42 AM
Oct 2015

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)
40. This is why I use NoScript instead of direct adblockers
Tue Oct 6, 2015, 07:50 AM
Oct 2015

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.

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