{"id":17805,"date":"2016-04-08T14:23:50","date_gmt":"2016-04-08T18:23:50","guid":{"rendered":"https:\/\/www.bullhorn.com\/eu\/?p=17805"},"modified":"2019-03-01T21:27:42","modified_gmt":"2019-03-01T21:27:42","slug":"3-reasons-media-agencies-ad-blockers","status":"publish","type":"post","link":"https:\/\/www.bullhorn.com\/eu\/blog\/3-reasons-media-agencies-ad-blockers\/","title":{"rendered":"3 Reasons Why Media Agencies Shouldn\u2019t Worry about Ad Blockers"},"content":{"rendered":"

As a concept, ad blockers are nothing new. First introduced as a web browser extension back in 2009, they provoked significant fear among media agencies and publishers alike. This is unsurprising, given that most companies and advertisers rely on advertising for the bulk of their revenue and utilise tracking and behavioural monitoring technology to analyse online user behaviour. <\/span>Even today, <\/span>a <\/span>report by Adobe<\/span><\/a> about the \u201c<\/span>existential threat of ad blocking\u201d found that UK ad blocking had grown by 82% to reach 12 million active users in the 12 months leading up to June 2015.<\/span><\/p>\n

When ad blockers were introduced, it seemed like they were going to cause huge economic damage to the underworld of the web (SEO, PPC, etc.). But in reality, they didn\u2019t \u2013 agencies for these services are still alive and kicking.  <\/span><\/p>\n

Around this time last year, however, ad blocking software came back with a vengeance. Fear among marketing professions was reinvigorated when <\/span>Apple announced that its iOS 9 update would support ad blocking technology. <\/span><\/p>\n

Despite the ad blocking false alarm seven years ago, you could make the argument that the panicking was logical this time around. Mobile ad blockers are a different kettle of fish altogether. They actually have the potential to significantly enhance the user experience. When browsing via mobile, users are concerned about extra data usage, page time load, and, unlike when using 12-inch computer monitors, avoiding intrusive advertisements that can completely engulf a handheld screen.<\/span><\/p>\n

Within just two days, Apple\u2019s App Store saw multiple ad-blocking apps like Peace, Crystal, and Purify reach the top of the charts. In an interesting turn of events, however, Peace\u2019s creator Marco Arment pulled the app just <\/span>36 hours <\/span><\/i>after its launch<\/span>.<\/span><\/i> Despite being downloaded tens of thousands of times and generating large profits, the creator decided that the <\/span>damage to advertising revenue overrode the benefits to individual user experiences, and he even offered refunds to all. <\/span><\/p>\n

Arment\u2019s ethically influenced decision in 2015 meshes interestingly with <\/span>recent headlines<\/span><\/a> that some media websites are ironically blocking users from visiting their sites if they are using ad blocking software that <\/span>interferes with critical advertising revenue<\/span><\/a>. Rapid adoption of ad blockers could be a blessing in disguise for marketing agencies. <\/span><\/p>\n

Here\u2019s why:<\/span><\/p>\n

1) The Ad Blocking Debate Is Gaining Significant Traction <\/b><\/p>\n

The rise of the debate over the ethics of ad blocking means, as mentioned above, that some websites are actually <\/span>banning ad blocking software altogether<\/span><\/a>. Websites that provide content e.g., news sites) are essentially free versions of print. Therefore, users should be reminded that <\/span>\u201ccontent and services aren\u2019t free\u201d<\/span><\/a> and encouraged to recognise the <\/span>\u201c<\/span>indispensable character of advertising as a source of financing.\u201d<\/span><\/a> Not all advertisements are pointless \u2013 many, in fact, can be actually helpful. <\/span><\/p>\n

2) Purification: The Birth of Respectful Advertising<\/b><\/p>\n

More and more people are choosing to block advertisements. But those who use ad blocking software such as AdBlock Plus may be unaware of the Acceptable Ads Manifesto. The Manifesto states that <\/span>companies are only allowed to serve ads if they meet the following \u201cacceptable advertisement\u201d criteria:<\/span><\/p>\n