US Ad Blocking Grows by 48%
Ad blocking is on the rise — in a monstrous way. According to The 2015 Ad Blocking Report produced in partnership by Adobe and PageFair, US ad blocking grew by 48% to reach 45 million active users in 12 months up to June 2015, and by 41% globally.
Ad blocking is a technology being employed by consumers to block ads before they are loaded by the web browser. The result is a quickly rendered page and a serene and uninterrupted consumption experience. Proponents of the technology advocate that it enables a more efficient customer experience, pushes marketers to target appropriately, and gives consumers the power they deserve when experiencing the web. In a cyber world saturated with irrelevance, it’s no wonder an overwhelming 73% of consumers are more likely to engage with ads when they are personally relevant.
Opponents, on the other hand, say that supporting ad blockers disrupts the very fabric of the web, a place where we can communicate — for free. Adoption of ad blockers may result in an internet that is less crowded by ads, but also in a cyberspace where only the largest publishers can pay for, and deliver ads uninterrupted, without user consent. Ads fuel a place in which high quality content produced by experts can be published free to the consumer. Without it, publishers are more likely to put their great content behind subscription walls. According to The Ad Blocking Report, $22 Billion dollars will be lost to online publishers in 2015.
While revenue loss will be devastating for publishers and consumers alike, it seems that the current “crisis” is an amalgamation of advertising practices gone stale, one’s that have been in need of serious disruption for some time. The ad status quo (serving as many ads as possible as often as possible to as many people as possible) isn’t acceptable any longer, and ad blocking is a tool that has given consumers a voice.
Speaking on consumer preferences, consumers tend to be more displeased when served ads on mobile that they haven’t subscribed to. The reasons for this are still unclear, but it’s safe to speculate that our mobile devices have far less real estate and therefore ads seem far more intrusive. It’s interesting to note that while 38% of all web browsing happens on mobile, that only a very small percentage of people are using ad blockers on their mobile devices. However, it’s unlikely for those stats to stay the same. More likely, ad blocking on mobile will become mainstream as Apple has recently allowed iOs9 developers to make apps with ad blocking software.
In order to preserve the richness of the web, this trend must be seen as an opportunity for advertisers to reorganize their thinking and embrace targeting technology they’ve been slow to adopt.