Dagensanalys.se fick precis ett e-postmeddelande från världens största reklamblockerare – Adblock Plus – som berättar för oss deras mobilvision inför nästa år. Håll i hatten för de tänker ta över i mobilen.
Vi har direktkontakt med Eyeo så om du vill att vi ställer någon fråga till dem så är det bara att maila oss.
2016 blev ett händelserikt år för Eyeo, företaget bakom Adblock Plus, när de stångades med Facebook. De fick också ta emot mycket stryk i media och från organisationer som IAB. Trots dessa mothugg är de nu mer laddade än någonsin inför nästa år.
Här berättar Ben Williams, som är chef på Adblock Plus, om deras vision för nästa år:
While claims from IAB in July this year asserted that ad blocking on desktop has plateaud, the same hasn’t applied to mobile. According to PageFair’s Mobile Adblocking Report, at least 419 million people are blocking ads on smartphones, overtaking that of desktop by almost double. Further research from eMarketer also identifies the growing importance of mobile with 72 per cent of all US digital ad spend being used on mobile, reaching a staggering $65.87bn by 2019. As both publishers and advertisers begin tapping into this growing market, Ben argues that they must also place close attention in providing better ads for users, otherwise face risking higher adoption of adblocking:
“If PageFair’s report is anything to go by, 2017 represents a significant wake-up call for the industry to address the poor quality of ads that has plagued the mobile platform. Our recent study conducted alongside HubSpot found that 87 per cent of people consider ads to be more prevalent and 91 per cent said they are more intrusive than they were two to-three years ago, with some of the most intrusive ones found on mobile including full screen, video and mobile game ads.
“But the growth of ad blocking is not only a consumer reaction to intrusive ads. It also serves as a critical empowerment tool, where half of respondents in our survey (51 per cent) use ad blockers to regain control over their own user experience. This is a big call-to-action for the industry that if you’re not able to provide enjoyable experiences for users, they will continue to use ad blockers to achieve it.”
As users adopt ad blockers to shape their own internet experiences, Ben also indicates that total adblocking is a thing of the past and users are coming to accept the notion of ‘partial adblocking’:
“People are realising that total adblocking is simply not the answer as it’s unsustainable and risks the idea of a “free internet”. Our Acceptable Ads initiative was created to factor in user feedback about the quality of ads and thereby arrive at standards for acceptability. So much so, that just under 10 per cent are choosing to opt-out on acceptable ads, meaning that ads are still providing a valuable asset for the internet ecosystem. Further support from our research supports the notion of partial adblocking, with 77 per cent stating that they would prefer to filter rather than block everything, and 83 per cent responding they’d like to block just the obnoxious ads.
“Despite these promising figures, if vast amounts of money continue to be plugged into growing platforms such as mobile without an awareness of intrusive ads and initiatives such as Acceptable Ads and the like, users will be driven to total ad blocking – affecting both brand reputation and diminished advertising budgets. Getting this right will set a precedent for the year ahead and help users regain control of their own experience.”