Saturday, October 03, 2015

Rise of ad-blockers shows advertising does not understand mobile, say experts

“Apple's shiny new mobile system iOS 9 allows anyone using an iPhone to cut out ads, taking a bite out of the $31.9bn mobile ad market, not long ago touted as the savior of the publishing industry.” Not only did Apple change the color of their new product, it also changed their attitudes toward advertisements. Indeed, people are annoyed by ads, even including advertisers. According to a survey, 75% of online video ad viewers complained about seeing the same ads over and over, 62% were upset that there were so many ads, and nearly half thought the ads went on too long.

In my opinion, the purpose of the ads cutting system is to block frauds and enhance the mobile security for phone users. Nevertheless, a trade off for the reduced fraud-ads and virus-ridden badvertisement is the detrimental effects to publishers, especially small ones. While people may suffer less from the reduction of annoying ads that interrupt the streaming of the radio or videos, restricted advertising power will hurt the financing process of the ecosystem. As we have seen the effect power of the blocking system of iOS 9, $31.9bn has been eradicated from the media ad market. Among the blocked ads, I am certain there are quite a few are in fact legitimate and provide real great deals to people. By simply blocking ads without conducting quality examination and identity verification, ad-blockers will inhibit the growth of media market, suffocating many new media start-ups and small businesses. Then the problem will turn into a finance issue, rather than a negative advertisement effect. Therefore, I agree with Constantine Kamaras, chairman of the board of the Interactive Advertising Bureau (IAB), “The best path is a digital entente between users and companies that is based on quality standards and codes of conduct, but also on an understanding that all these services can only be financed, today at least, by advertising.”


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