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BizReport : Advertising archives : February 22, 2016

How publishers are reacting to ad blocking

A new survey reveals how publishers are approaching the increasing challenge of ad blocking and reveals that, while a variety of methods are favored, there is a universal disregard for paywalls.

by Helen Leggatt

Earlier this year, content platform Sourcepoint released data that suggested publishers are already seeing between 10% to 30% of visitors using ad blockers and 4% believe that, by 2018, 70% of visitors will do so.

Recent global research from Sourcepoint via a survey of 150 publishers delved into how they are approaching the problem of ad blocking and found them supporting a variety of options.

In the UK, nearly two-thirds of publishers favor messaging consumers direct when ad blockers are detected and asking them to turn off their ad blocker. Almost all (90%) did not support the option of paying fees to ad blocking technology providers that would see their ads whitelisted.

Circumvention - the method whereby the page source is altered so that the publisher can decide to display ads even with an ad blocker employed - was popular in the U.S. (64%) and mainland Europe (59%) but was not supported by more than half (54%) of publishers in the UK.

Paywalls, or requesting a fee to access content, was a method that publishers across the UK, mainland Europe and the US were not interested in with 78%, 77% and 75% respectively against the measure.

"Education is vital to safeguard publisher advertising revenue," said Thomas Mendrina, General Manager International at Sourcepoint. "We need to go back to basics and communicate transparently with consumers to encourage participation in a fair value exchange - high quality content must be funded. By offering consumers greater choice in their advertising experience publishers can be empowered to regain control of their site."

Image via Shutterstock

Tags: ad blocking, advertising, online publishing, paywall, publishers

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