Ad Blockers Gain Mobile Ground

SEEING ADS?

Ad blockers are nothing new...yet they're only beginning to be a factor in the world of mobile marketing. One objection is that ads and digital tracking increase the time needed for websites to load. Another objection is loss of privacy and who gets to use the digital footprint of a consumer's online behavior.

Recognizing that consumers want alternatives, Verizon, for instance, has ad-blocking capabilities for mobile users on its new Wi-Fi service.

Similarly, Google's Chrome desktop and mobile browsers have an add-in feature to block ads that repeatedly violate the Better Ads policies.

Microsoft tested the use of AdBlock Plus (a popular add-in blocker) for its Edge browser used on Android mobile devices. Now it has adopted the blocker as part of the Edge browser.

The new browser Brave also includes ad-blocking capabilities, both for mobile and desktop users. In fact, Brave blocks ads by default--which means consumers must opt into any digital tracking if they wish. In the past, the usual situation was "opt out," meaning consumers would be tracked unless they specifically asked not to be tracked.

The trend toward ad blockers affects many advertisers and publishers. Fewer eyeballs translate into lower revenue...and the possibility that, in the future, more websites will request or require payment. One of the pioneers of a paywall was the Wall Street Journal, which has been charging for print and online access (mobile or not) for two decades. Will more consumers be willing to pay for known quality and trusted sites?

Consumer Behavior and Ad Blockers

EYE ON ADVERTISING

No question, ad blockers like Ad Blocker Plus are increasingly popular. By one estimate, more than 26% of US consumers use ad blockers to avoid advertising when online. And that estimate was from mid-2017. Today, I'm certain the figure is much higher.

The reason consumers install ad blockers is to avoid ads they find annoying, distracting, or intrusive. Of course, that presents a problem to sites like newspapers, which depend on serving up ads to visitors in order to help pay for content. That's why Ad Blocker Plus, for instance, allows some ads through--"acceptable ads" that meet its standards for being non-intrusive.

Google has given registered users the option of "muting" reminder ads since 2012. Users have to sign in for this feature to be operative. This allows consumers to have some level of control over tracking and repetitive ads.

Now Chrome, from Google, will have ad blocking built in as of February 15. This new Chrome feature won't block every ad, just ads that don't meet certain standards. Ads that jack up the volume or that flash will be blocked, among other types of ads. Only an estimated 1% of publishers will be affected, because their ads fail to meet the standards. Remember, Google's parent, Alphabet, derives 84% of its revenue from advertising.

Another key trend is the use of anti-ad-blocking systems to get around the blockers installed by consumers. This trend indicates that the battle for eyes on advertising and consumer attention is still very active, given the high stakes.