As more and more hours spent on the Internet rather than in front of the TV advertising money moving also to the network. According to a recent study published in the Wall Street Journal increasing money in Internet advertising by nearly 20 percent in the international market. There are also online a troubled newspapers have the chance to bring in money.
But what happens when software that blocks ads preventing advertising from appearing?
The same survey shows that Sweden is country in the world where most uses so-called ad-blockers, which stop advertising banners from appearing. A third of all ad impressions on Swedish Devices blocked.
This is comparable to the US where only 6 percent of all Internet users bothered to install any blockage.
With the new operativsystmet ios9 it is expected to be even easier to install such advertisement blocks.
Mattsson and Helin’s latest podcast took Expressen’s managing editor Thomas Mattsson and Aftonbladet editor Jan Helin up precisely the problem with what they called the “Ad Block-bomb” and the problems it creates problems for Swedish newspapers and news sites. January Helin called it a “true horror”.
“Ad blockers is now a growing problem that needs to be managed. One way could be, if one is radical, that when those users that use ad-blockers are entering the site will send you an answer to them ‘hey, we are seeing that you use ad-blockers. Welcome to our payment service that costs a lot here ” said Jan Helin.
He then continued by saying that there is someone who dares to act so today for fear of losing visitors. At the same time, he questioned what the value of a user who does not want neither the ads or paid service.
Thomas Mattsson think it is perfectly reasonable that there are ads on a site, but perhaps not in the most disturbing way it has become in recent years.
“The advertising in newspapers has not begun to play sounds that you have not asked them, has not been in front of newspaper articles which have made the newspaper articles impossible to read. And it has not been so high ad packing density that it has been difficult to find journalism. So the user experience is of course not optimal in any of the major media sites that have ads. It will not only be able to say that now you get beautifully paying or accepting the situation as it is. We are medietag probably had to work a little more on the user experience, “said Thomas Mattsson.
According to a study published in Adweek are far fewer people who choose to install a blockage in his phone than the computer. So it is smarter to advertise on mobile phones if the company wants to be sure of getting their message across.
Another way is to get around the problem is to use the software, which in turn blocks the ad blockers. Companies Page Fair, Secret Media and Source Point United States earns good at companies that want their ads to appear, regardless of the applications the user has installed. Meanwhile, companies such as German EYEO creating ad blocking to be more and more donations and downloads.
Neither Thomas Mattsson or Jan Helin seem to be interested in engaging in the cat and mouse game going on in the software behind the scenes of the advertising market. Instead, they think of investing in a solution corresponding Spotify or a way to make the ads more interesting without it completely becomes content marketing.
“The old idea of pushing advertising completely fuckar up the user experience, it will not gonna work … if you make a mess down a site so that it looks like a Christmas tree and so is there any news in the middle, over time, it is not a good way to communicate with anyone. It is not a good news experience and it is not good for those who have put a lot of money appear near it if there are committing violence on the news experience … Advertising has a huge task ahead to find an address and locate a user experience and publishing platforms makes people actually want to take part of these messages, “said Jan Helin.
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