Mobile Ad Blockers on the Rise
Posted on Saturday, June 30, 2018 at 10:47 AM
In the news: Increased use of mobile ad blockers are presenting
publishers with new content delivery headaches.
Publishers
have offset some of the damage done by desktop ad blockers, but mobile
ad blocking apps are on the rise. Lucinda Southern of Digiday.com
writes, "Publishers' mobile sites typically aren't as lucrative as
desktop, but as people become increasingly mobile, there's concern that
ad blocking will take a bigger bite out of their mobile business as
publishers can't monetize those audiences with ads."
Publishers
may try to require ad block disabling to view mobile content, but they
may still have an uphill climb ahead of them, says Southern: "Another
potential headwind for publishers will be the ePrivacy directive in
Europe, requiring publishers to let consumers choose if they want to be
tracked." Read more here.
Also
Notable
Sponsored B2B Content
In a recent
Foliomag.com piece, Greg Dool examines how B2B publishers ALM and North
Coast media are leveraging sponsored content. The path to success is
hardly carved in stone: "While it's hardly a novel idea that effective
sponsored content needs to be worthwhile to its target audience," he
writes, "the inherently collaborative process involved in ensuring that
sponsored content not only meets editorial standards, but is delivered
effectively to readers, is anything but simple -- and often vexing."
Sponsored content has long been a controversial proposition, but
opinions are shifting on it. Readers are more aware of sponsored content
(and, thanks to smart design decisions by some publishers, can more
readily recognize it), and advertisers and publishers are getting better
at delivering native content that is of actual interest and value to the
audience. Read more here.
Competing
with Facebook and Google
Publishers have come to rely on
Facebook and Google for content exposure, and they divert some 60
percent of their ad spending to this "duopoly," reports Ryan Kelly of
AdWeek.com. So how can publishers develop ad strategies that compete
with these two online giants? Kelly discusses paid subscriptions and
cross-publisher partnerships (like Condé Nast and Hearst's joint PubWorx
venture). Read more here.
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