Mobile v Ad Blocking

Mobile v Ad Blocking

Our Digital Guru Sam shares his views on the future of mobile vs. ad blocking in The Drum’s latest Vox Pop:

“The Adobe/Pagefair study surveyed 400 US respondents as to why they may install an ad blocker in the future (this only represents 0.0002% of the 181m total desktop users reported to use a blocker). The top two reasons were ‘quality of ads’ and ‘misuse of personal data to personalise’, which I translate as either incessant or creepy. I think the ultimate problem is that people feel they have a better experience of the web without ads. They don’t add enough value. This is extremely tricky to improve on mobile, a massive problem for publishers and advertisers.

Mobile ads are still evolving. The more traditional banner format has always been tricky for creative – it’s harder to convey the product offering, USP with a solid call-to-action in such a small space, and has perhaps been better for general brand recognition. Many advertisers look to utilise other standard formats, such as the trusty MPU, as who’d have thought it – bigger ads generally results in more clicks, but as an industry, publishers and advertisers need to perfect the balance between view-ability and not creating the tipping point to push a user to install a blocker.

A good example of my concern on mobile advertising currently is the use of mobile retargeting campaigns which don’t cross user devices. From the sites that I can analyse here at RBH, mobile devices certainly have the poorest conversion rate. If assumptions are correct then numerous people commute and research products, and may convert on another device. However, the advertiser’s cookie on the users’ devices doesn’t know that the conversion has happened somewhere else.

The user has an annoying ten day period of their worst nightmare – incessant and creepy ads. They get annoyed and install an ad blocker. It just takes one advertiser or one site for this decision to be made.

That said, there is no solution at this time. Advertisers and publishers have a short period of time to make sure that we’re being reasonable at our end. Net neutrality is such an important bedrock of the internet but it’s something that needs to work both ways between companies and consumers.”

You can read the full Drum article here.

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