In an email to staff, Germann summarised the impact ad blocking software could have on the online publishing industry and the quality of content.
“Simply, ad blocking software stops advertising messages being served on web and mobi sites,” he says. “Given that the majority of online content providers-publishers fund their businesses through advertising, this effectively erodes their income stream."
“In addition, users are increasingly concerned about privacy, and are refusing to allow cookies or other forms of tracking to access their browsing history, which results in these users being served irrelevant advertising, which in turn contributes to a negative online experience, which could result in the user not returning to that site,” he continues.
“Combined, these two trends could significantly curtail the online publisher’s revenue streams, and force them to re-design their business model,” Germann says.
“The Washington Post has gone as far as blocking users using ad blocking software! Don’t get me wrong: that exclamation mark isn’t because I think that’s a bad thing. I think it’s a damn good thing! Users who elect to block ads are not considering the bigger picture, at stake is not only the online publishing business and that of agencies like ours who play in it, they threaten the very existence of independent, quality online content,” he says.
Despite the gloomy undertones of his message, Germann added Hellocomputer’s consumer-centric approach puts it ahead of the curve when it comes to intersecting the right audience at the right time with a decent level of context. This, in conjunction with incorporating more direct communication with potential consumers, puts it and its clients in a position to develop successful digital marketing campaigns.
“Critical to our approach are these words ‘right audience, right time, right context’,” says Germann. “If we deliver ads that respect the user’s right to a positive online experience, the user should respect the publisher’s right, and that of clients, to utilise the medium for advertising. This culture of mutual respect will foster a sustainable model in which all parties win.”
If extra ad income comes at the cost of harming the user experience and long-term user growth, is it worth it? The growth in the use of ad blockers underlines the key fact that ads do annoy people enough to download such software. Publishers do need to take notice of this fact. Additionally, they need to consider the balance between ad income and harming the brand through a poor user experience."
“The industry – which includes publishers, advertisers and media companies – must respond responsibly but decisively regarding the topic of Ad Blocking so as to ensure internet users are better educated about the true benefits of advertising to their lives If not the future may hold poor content on the open web and all decent content will be hidden behind pay walls,” Germann concludes.
For more information on Hellocomputer, visit www.hellocomputer.com.