a Recent study conducted by Juniper Research shows that ad-blockers will cost online publishers a whopping $27 billion in revenue by the year 2020. According to the report, digital advertising spent globally generates about $197.48 billion and is expected to grow to $252 billion by the end of 2018. The report further shows that ad-blockers will account for a little over 10 percent of the total digital advertising market.
The report by Juniper Research reads;
“The onus is on the publishers to find innovative ways to overcome the challenges they face, Juniper Research believes that the most likely outcome involves the development of better ad targeting from the publishers, combined with progress in the whitelisting process.”
The report themed Worldwide Digital Advertising Program 2016 – 2020, predicted that ad-blocking programs will get more and more advanced and sophisticated, and will be embraced by more people.
As this effect continues to do more harm to digital publishers, app developers and even networks operators continue to explore more ways to ensure internet users interact with minimal or no online ads at all. Tech giant Apple has already implemented the ad-blocking feature by default in iOS 9. Opera Browser has also done same by releasing a stable edition of its browser that features ad-blocking technology by default within the browser. Firefox by Mozilla is also reported to be working on same ad-blocking technology within its browser.
People use ad-blocking programs to get rid of those annoying ads that are mostly irrelevant. They tend to slow down page load times on smartphones as pages have to request for more data, and therefore interfere with users’ overall browsing experience.
Advertisers need to serve ads in a user-friendly way that doesn’t obstruct browsing experience. Users are forced to use ad-blockers when they see heavy ad formats, pop-ups and/or intrusive banners. Instead, these advertisers should use lightweight ads like texts and shopping ads that are virtually invisible within search results. This way, overall users’ experience is improved while advertisers still maintain their ad revenue.
Publishers also need to understand that it is necessary for them to use “playwall” strategy by giving users the option to disable ads to fully enjoy what content they read or watch. Major sites like Forbes play this game fairly by asking visitors to disable their ad-blockers and be rewarded with a version of the site that serves much fewer ads for 30 days.