Advertising on a site where everyone wants to watch commercials
Advertising revenue for the billions lost by consumers opt out of advertising online with the help of ad blockerteknik. Advertising-opposition online is a growing threat as media companies are becoming increasingly dependent on digital revenues.
There is a growing and worrying development. The effect of it is too early to answer, but it must be handled in several ways, says Jan Helin, editor of the newspaper and news website Aftonbladet. As if the media companies do not have enough challenges in changing their business models to the digital behavior, so a new emerged: the growing digital advertising resistance. It takes in expressions including by increasing numbers, especially young men, use of ad blockers, software and apps that remove the advertisements on the sites you visit.
So far it has been difficult for ad blockers to get into the cell phone, but Iphones IOS9 new operating system, which was launched in early September accept apps, increasing concern that although mobile advertising revenues are threatened. Advertising revenues in the digital channels continued to grow strongly, the forecast was screwed up recently by analyst IRM, and 2015 growth is expected to land at 40% in both the mobile and web TV.
But if no one can see the ads are worth nothing, as wsj.com wrote in August. In the US news companies' concern about the growing number of ad blockers great. According to a report from Adobe is expected to ad blocking to cost US newspaper companies over 90 billion in lost ad revenue during 2015.
So far it is not that big speech in Sweden, but it can get there depending on how we handle the issue, says Henrik Stangel, sales director for Bonnier News.
Swedish newspaper companies are all looking at how the growing problem should be handled. Most derive it to ads that disrupt the readers or the viewing experience. In mediepodden Mattsson Helin says Aftonbladet January Helin ads that interrupt is not sustainable in the long term.
You have to get your ads in a user experience that is so good that no one finds reason to block them out, says January Helin in the podcast. He points to increased native advertising, and content marketing that is closer to the editorial content, as an expression to make the user experience better.
In the business area Bonnier News examines different parts of the ad blocker development: what that block, why, and what might cause them to shut down. It has tried to get users to turn off the blocking function by declaring that free journalism requires an ad-supported business model. Other tests have been to lock the editorial content for those that block advertisements.
We have made attempts at it and will carry out more in order to assess the acceptance level from that block, says Henrik Stangel. Even in January Helin mentions the closure of sites and content as a possible measure.
According to a survey by wsj.com, Sweden ranks first in terms of the percentage of ads that are blocked on the web. During the period April-June this year blocked a third of all desktop ads in Sweden. For news website News 24, which has a large proportion of young men in the target group, the figure is consistent.
We constantly measures and fear the example for us is the e-sports where well over half of the users blocks the ad. On the news site blocked today a third of the ads on the desktop, says CEO. Swedish Dagbladet has not yet seen any decrease in the delivery of their advertising measurements. But discussions are ongoing on how the issue should be handled. An alternative is to work more with ad formats such as ad blockers do not reach.
I think we will see more native ads that lies in the editorial space as ad blockers can not remove, even more partnerships with other companies and different types of CPO transactions that allow e-commerce sites and booking engines coming closer to the editorial, says Fredric Karén, editor of Svenska Dagbladet.
CPO stands for cost per order, and means that the cost of online advertising is affected by the number of purchases. How big the threat is for newspaper companies is too early to consider Fredric corps. "It will be a crucial issue we must address and resolve, says Fredric corps.
Even Peter Holmlund, director of digital media at Stampen Media, believes that ad blockersutvecklingen driven by ad format that can be troublesome. Thus, with its new partnership with Web TV provider Flow Networks, had the conditions to remove some mobile ad formats.
If we opt out of this type of advertising, it will come quite a bit of our total revenue pot, but if more install ad blockers, hitting it against our entire ad business, which is much more serious, says Peter Holmlund.
Growing industry
During the first week after the launch was loaded than 600 000 ad blocks rap downloaded from the app store where a variety of options are available, including crystal that first week after the launch, had 100,000 downloads, according to wsj.com.
There are currently about 198 million active ad blockeranvändare worldwide.
Ad blocking has grown by 41% globally in the last twelve months.
In the UK grew ad blocking with 82% to 12 million active users in June 2015
Advertising roads disappear, now, advertisers have to quickly change tactics
Ad blockers will make it more difficult and costly for advertisers to reach people with the advertising message. But it is not very likely that reklamvägrarna stop at just blocking banners. More or less everything we consume becomes digital, whether it is entertainment or e-commerce, and experts believe that the mechanism that gets users to block ads will spread to other formats.
Digital marketing has so far built a few key factors, it is effective, you can spread widely and it is simple. Now many experts believe that the ad blocker will challenge it. And it's true that online advertising will become tougher.
Content producers and publishers have panicked when their old business models for making money on ads is limited, and advertisers in turn is terrified that the number of views they generate and the number of people they reach shrinks.
Early reactions in the industry on ad blockers have varied. Some publishers have simply underestimated the extent of use, while others have moved to new environments where they hope to be out of reach for ad blocking.
Several major international and Swedish media have started or plan to start throwing out users who install ad blockers, including the Washington Post and technology site Cnet. Even Aftonbladet plans to take tougher measures to keep out users of popular articles and only make them available if you turn off the ad or buy their premiumpaket.Och users claim annonsblockerarnas good effects on the overall user experience. Two camps.
Some initial studies on the technology of ad blocks the effects can be worrying reading, UBS figures say that ad blocking allows the industry loses $ 1 billion in revenue per year and flagging for a full two-thirds of millennial already use some type of ad blocker, both on desktop and mobile .
So what are we that depend on advertising as a source of revenue to do then? The short-term effects will vary depending on where in the food chain you are. But if you are an advertising professional may be the best strategy is to welcome ad blocker with open arms?
Ad blockers can make life tougher, but "What does not kills us makes us stronger" says the proverb. Becoming smarter and more creative when people can opt out of our advertising, means that we have to give them better reasons, on their terms, to take on our communication. What does it with media brands when they start throwing out visitors, and how does it affect the industry in general?
Ad blockers will finally force the industry to become more relevant, more personal and more valuable the time we ask people to put down on us, and that's just fine.
Want to advertise on a site where everyone wants to watch the commercials and do not use ad blockers and right now free, so send me a small film of your choice / business you want to advertise so I hear / we will contact you with further information, email me at marianne.zetterstrom@gmail.com.
Advertising revenue for the billions lost by consumers opt out of advertising online with the help of ad blockerteknik. Advertising-opposition online is a growing threat as media companies are becoming increasingly dependent on digital revenues.
There is a growing and worrying development. The effect of it is too early to answer, but it must be handled in several ways, says Jan Helin, editor of the newspaper and news website Aftonbladet. As if the media companies do not have enough challenges in changing their business models to the digital behavior, so a new emerged: the growing digital advertising resistance. It takes in expressions including by increasing numbers, especially young men, use of ad blockers, software and apps that remove the advertisements on the sites you visit.
So far it has been difficult for ad blockers to get into the cell phone, but Iphones IOS9 new operating system, which was launched in early September accept apps, increasing concern that although mobile advertising revenues are threatened. Advertising revenues in the digital channels continued to grow strongly, the forecast was screwed up recently by analyst IRM, and 2015 growth is expected to land at 40% in both the mobile and web TV.
But if no one can see the ads are worth nothing, as wsj.com wrote in August. In the US news companies' concern about the growing number of ad blockers great. According to a report from Adobe is expected to ad blocking to cost US newspaper companies over 90 billion in lost ad revenue during 2015.
So far it is not that big speech in Sweden, but it can get there depending on how we handle the issue, says Henrik Stangel, sales director for Bonnier News.
Swedish newspaper companies are all looking at how the growing problem should be handled. Most derive it to ads that disrupt the readers or the viewing experience. In mediepodden Mattsson Helin says Aftonbladet January Helin ads that interrupt is not sustainable in the long term.
You have to get your ads in a user experience that is so good that no one finds reason to block them out, says January Helin in the podcast. He points to increased native advertising, and content marketing that is closer to the editorial content, as an expression to make the user experience better.
In the business area Bonnier News examines different parts of the ad blocker development: what that block, why, and what might cause them to shut down. It has tried to get users to turn off the blocking function by declaring that free journalism requires an ad-supported business model. Other tests have been to lock the editorial content for those that block advertisements.
We have made attempts at it and will carry out more in order to assess the acceptance level from that block, says Henrik Stangel. Even in January Helin mentions the closure of sites and content as a possible measure.
According to a survey by wsj.com, Sweden ranks first in terms of the percentage of ads that are blocked on the web. During the period April-June this year blocked a third of all desktop ads in Sweden. For news website News 24, which has a large proportion of young men in the target group, the figure is consistent.
We constantly measures and fear the example for us is the e-sports where well over half of the users blocks the ad. On the news site blocked today a third of the ads on the desktop, says CEO. Swedish Dagbladet has not yet seen any decrease in the delivery of their advertising measurements. But discussions are ongoing on how the issue should be handled. An alternative is to work more with ad formats such as ad blockers do not reach.
I think we will see more native ads that lies in the editorial space as ad blockers can not remove, even more partnerships with other companies and different types of CPO transactions that allow e-commerce sites and booking engines coming closer to the editorial, says Fredric Karén, editor of Svenska Dagbladet.
CPO stands for cost per order, and means that the cost of online advertising is affected by the number of purchases. How big the threat is for newspaper companies is too early to consider Fredric corps. "It will be a crucial issue we must address and resolve, says Fredric corps.
Even Peter Holmlund, director of digital media at Stampen Media, believes that ad blockersutvecklingen driven by ad format that can be troublesome. Thus, with its new partnership with Web TV provider Flow Networks, had the conditions to remove some mobile ad formats.
If we opt out of this type of advertising, it will come quite a bit of our total revenue pot, but if more install ad blockers, hitting it against our entire ad business, which is much more serious, says Peter Holmlund.
Growing industry
During the first week after the launch was loaded than 600 000 ad blocks rap downloaded from the app store where a variety of options are available, including crystal that first week after the launch, had 100,000 downloads, according to wsj.com.
There are currently about 198 million active ad blockeranvändare worldwide.
Ad blocking has grown by 41% globally in the last twelve months.
In the UK grew ad blocking with 82% to 12 million active users in June 2015
Advertising roads disappear, now, advertisers have to quickly change tactics
Ad blockers will make it more difficult and costly for advertisers to reach people with the advertising message. But it is not very likely that reklamvägrarna stop at just blocking banners. More or less everything we consume becomes digital, whether it is entertainment or e-commerce, and experts believe that the mechanism that gets users to block ads will spread to other formats.
Digital marketing has so far built a few key factors, it is effective, you can spread widely and it is simple. Now many experts believe that the ad blocker will challenge it. And it's true that online advertising will become tougher.
Content producers and publishers have panicked when their old business models for making money on ads is limited, and advertisers in turn is terrified that the number of views they generate and the number of people they reach shrinks.
Early reactions in the industry on ad blockers have varied. Some publishers have simply underestimated the extent of use, while others have moved to new environments where they hope to be out of reach for ad blocking.
Several major international and Swedish media have started or plan to start throwing out users who install ad blockers, including the Washington Post and technology site Cnet. Even Aftonbladet plans to take tougher measures to keep out users of popular articles and only make them available if you turn off the ad or buy their premiumpaket.Och users claim annonsblockerarnas good effects on the overall user experience. Two camps.
Some initial studies on the technology of ad blocks the effects can be worrying reading, UBS figures say that ad blocking allows the industry loses $ 1 billion in revenue per year and flagging for a full two-thirds of millennial already use some type of ad blocker, both on desktop and mobile .
So what are we that depend on advertising as a source of revenue to do then? The short-term effects will vary depending on where in the food chain you are. But if you are an advertising professional may be the best strategy is to welcome ad blocker with open arms?
Ad blockers can make life tougher, but "What does not kills us makes us stronger" says the proverb. Becoming smarter and more creative when people can opt out of our advertising, means that we have to give them better reasons, on their terms, to take on our communication. What does it with media brands when they start throwing out visitors, and how does it affect the industry in general?
Ad blockers will finally force the industry to become more relevant, more personal and more valuable the time we ask people to put down on us, and that's just fine.
Want to advertise on a site where everyone wants to watch the commercials and do not use ad blockers and right now free, so send me a small film of your choice / business you want to advertise so I hear / we will contact you with further information, email me at marianne.zetterstrom@gmail.com.
