Another reason to think ‘mobile first’
In the latest “Connected Screens” research from Mediatel, 40% of those in the U.K. using a PC/Mac or laptop have installed an ad blocker. The company attributed this to the higher amount of browser-based web access (where adblockers will have the most beneficial impact) compared to more app-driven access on tablets and phones. “The adblocking epidemic would be less worrying to advertisers if there was a clear migration from laptop to mobile,” Mediatel said. However, any trip to a Starbucks serves as a reminder that tablets have not become the laptop killers they were initially hailed as. Indeed, over the five waves of Connected Screens, whilst fixed PC usage has fallen slightly, laptop usage is remarkably consistent.”
Read more at Mediatel
A CMO points the finger at Google for ad blocking problems
Michael Korsunsky, chief marketing officer at native ad performance network MGID, is no stranger to the debate around whether a company like AdBlock Plus should be able to run its “acceptable ads” program. However in an op-ed piece on MediaPost, he suggests that search giant Google is partly to blame for agreeing to pay in the first place. Like many, Korsunky is counting on the IAB’s recently-formed Coalition for Better Ads will help matters. “While I sincerely hope that the Web giant’s decision to join the Coalition and publicly sever ties with Adblock Plus’s ad exchange is an indicator that it will make every effort to starve the parasites that are ad blockers, its historical involvement in the racket leaves me skeptical,” he writes. “We’ll have to wait to see if Google continues to fuel the ad-blocking racket’s fire — but in the meantime it’s critical that the rest of the industry stands united and refuses to participate.”
Read more at MediaPost
The programmatic steps advertisers should take now
For all the talk about making better ads that consumers won’t want to block, technology needs to be used properly to ensure ads get seen by the right people. That’s the conclusion drawn by Richard Nunn, chief revenue officer for programmatic platform RhythmOne, who authored a piece on the issue for MarketingTechNews.Net. To Nunn, having online ads overcome consumer resistance starts with addressing some of the other problems first, such as fraud and viewability. “One way to tackle this head on is filtering out all bot-related traffic in the pre-bid process to ensure that content only reaches real people. Having viewability is key for programmatic and advertisers need to know if their adverts are actually being seen by real eyes in a brand-safe zone,” he writes. “To make this possible, advertisers need to ensure that they are working with people they trust, but without this basic foundation, there cannot be a guarantee on who or what the ads will reach.”
Read more at MarketingTechNews.net
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