The surge (or scourge depending on who you are) in the growth of Ad blocking software is likely to accelerate on digital and that's a worry.
Simply, they remove Ads from content online so you watch without the Ads - although it's unclear if publishers still count them as "impressions" when the Ads are never seen. Easy to download, Ad blockers just sit in your browser as an extension and they're available for every browser. They even take out YouTube Ads.
Adblock, one of the better known software, already stands at 300 million downloads. It's reckoned that over 200,000 downloads of Ad blockers occur every day. A recent survey of 100 million impressions on top tier websites, saw 9% of them being blocked already, with usage growing at 70% per year.
That's a lot.
Some publishers are rumoured (but it's true) to pay Ad blockers not to include their site, such is the scale of the issue.
The appeal to viewers is not just stopping what they consider, "annoying Ads" but by blocking them, you browse faster. That's a real advantage so it's hard to see the surge decreasing.
Of course we're bound to say it, but generating your own Video content or Video Ads, is one way around it. They haven't found a Video blocker, nor will they!
Streamabout can help!
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