Ad-blocking, or browser extensions that block ads, is becoming increasingly popular. Ad-blocking apps aim to reduce the amount of advertising you see on screen when loading a page .
The action of these extensions means significant revenue losses for websites. In fact, it is estimated that this could be as much as 21.8 million dollars, a really significant amount . By not loading the advertising, some measurement and tracking systems are not loaded either, so the damage to your site can be much greater.
Adblocking systems arise when the amount of advertising becomes cv data really annoying, giving the user the feeling of being on a website designed to host advertising and not to provide a service to the visitor.
Adblocking extensions work by finding content that is flagged as advertising on the website, blocking it from loading, and the user who has the extension does not see that blocked content . In a way, a “clean” version of the website is displayed to the user, although the user has no power to decide what content to block and what not to.
The solution to adblocking is less intrusive advertising
The current trend to avoid the effect of adblocking systems is to create pleasant environments to host advertising, friendly environments, less annoying.
Adblocking systems identify as advertising content marked as such (banner or pop-up type content), but there are other types of advertising that are difficult for adblocking systems to act on: native advertising. Native advertising is a type of promoted content , but it is laid out and designed as part of the website content, so it goes unnoticed by ad blockers .
Other websites choose to block those that have adblocking systems installed. For example, The Washington Post requires users to subscribe to its newsletter or unblock the adblocking system it has in order to enjoy its content.
The solution proposed by users of adblocking systems is to make advertising less invasive, to stop being the focus of the content and become an add-on . The example that these users give is that of the music industry, which has suffered heavy piracy for years. The music industry created ways of consuming music that allowed artists to continue making money and users to access content for free with advertising (Spotify) or at a very low cost (iTunes).
Adblocking does not seem to have a short-term solution, but as less intrusive systems such as native advertising become more widespread, these programs will lose their meaning and users will be able to recover.
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