Once Ubiquitous, Computer Ad Blockers on the Decline

Once Ubiquitous, Computer Ad Blockers on the Decline

In what’s likely a boon for publishers, a new survey shows software that blocks ads while you’re using the internet is becoming less popular on desktop computers, according to a new survey of users in the United States and Europe.

Fewer respondents said they used ad blocking software in 2020 compared with four years ago.

The study found 41% of respondents in the U.S. said they used an ad blocker in 2020 compared with 52% in 2016. In the U.K., the use of ad blockers declined by 11% in four years.

The study was conducted by AudienceProject, a Danish technology company that produces marketing and advertising platforms.

“From 2016 to 2020, the share of the online population using ad blockers has decreased across all countries,” AudienceProject’s chief product officer Rune Werliin wrote.
Fewer people using ad blockers could be a boon for publishers, some of whom require visitors to turn off their ad blockers before viewing their websites. But if ad blocker users are migrating from desktop to mobile, it just shifts the problem from once place to another, Marty Krátký-Katz, the CEO of Blockthrough, which helps publishers make money despite users blocking ads.
“If you’re a publisher and 30% of your users are using ad blockers, that means you can’t monetize 30% of your audience,” Krátký-Katz said.

The decline in desktop ad-blocking is happening at a “relatively slow pace,” Krátký-Katz said, while mobile ad blocking is rapidly increasing.

“The battleground of the adblock wars has shifted to mobile,” a Blockthrough report released earlier this year said. “Mobile is driving a rapid expansion in the population of the Internet, and a large portion of these people are starting out with browsers that block ads by default.”

The decrease can mainly be attributed to a decline in desktop computer use, said industry experts.

“Desktop ad blocking usage has definitely hit a bit of a plateau,” said Ben Williams, director of advocacy at Eyeo, which owns the popular Adblock Plus software. “I don’t think it’s because people are using ad blockers less, per se. Rather it’s because people are using desktop less.”

By the end of 2019 at least 527 million people were using mobile browsers that blocked ads by default, a 64% increase from December 2016, the report said. That’s more than twice as many as the 236 million people were blocking ads on desktop, which represents a 16% decline from December 2016, according to the report.

Mobile browsers that block ads by default include UC Browser, Brave, Opera Mini and Adblock Browser. Several others have opt-in adblocking: Safari, Samsung Internet, Microsoft Edge and Firefox.

The AudienceProject study also found that ad blocking was more prominent among men than women. In the U.S., 49% of respondents said they used an ad blocker compared with 33% of women.

Part of the reason for the gender gap may be that tech enthusiasts and gamers, who lean male, tend to use ad blockers more. “Ad block users are still overrepresented by this group,” AudienceProject’s marketing and communications manager Martin Kokholm said in an email.

The survey was conducted online in the U.S., U.K., Germany, Denmark, Sweden, Norway and Finland with 14,000 respondents.

(Edited by Matthew Cooper and Allison Elyse Gualtieri.)



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UBAA/Dynasty – Understanding Modern Advertising Series – Content Marketing Campaigns

Content Marketing Campaigns

Setup Process Development of web content assets and graphical elements
Setup Cost $6,000-$12,000
Cost of Media Free
Cost to Continue $0 (If content is written around “evergreen” topics)
Demographic Served All – Web searches
Definitive ROI Tracking? Yes
Pros Content marketing can deliver traffic/leads for many years
Cons Results can be more “hit or miss”

Web content marketing can cost even less than other forms of online advertising. When you take into account the continuing costs of the previously mentioned ad types, you can actually create very effective web content that costs less than other forms of online marketing. Better yet, this kind of content can continue to generate interest in your website years after it was originally created. Web content marketing adds value to the buying cycle by educating consumers about products or services they may not have previously considered and increasing awareness of solutions. Infographics, blog posts, and content made specifically for social media sites are all examples of online content marketing that can go viral and drive traffic to your site for years.

UBAA/Dynasty – Understanding Modern Advertising Series – Email Marketing

National Email Marketing

Setup Process Email Template Design
Setup Cost $4,000-$10,0000
Cost of Media 5¢-$3 per qualified visitor
Cost to Continue ~$500/month to internet marketer
Demographic Served Your email database
Definitive ROI Tracking? Yes
Pros Previous customers
Cons Inboxes are cluttered

 

The costs of advertising through email marketing are pretty similar to the costs of a PPC campaign or SEO. That is – it’s inexpensive. According to 72% of adults in the United States, email is the preferred method of communicating with businesses. And unlike telemarketing or direct mail marketing, email marketing allows customers to interact with your ads in a way that won’t annoy them to death. You can offer customers limited time sales or store credits directly through email, and they can immediately click on the link to go to your website and redeem those offers. Better yet, they can view your email at a time that is convenient for them – something that many telemarketing campaigns fail to consider. When implemented correctly, email marketing strategies have the potential to be one of the most powerful, cost-effective marketing solutions.

 

 

UBAA/Dynasty – Understanding Modern Advertising Series – Pay Per Click Marketing

National Pay Per Click Marketing

Setup Process Website Configuration
Setup Cost $4,000-$10,0000
Cost of Media 5¢-$3 per qualified visitor
Cost to Continue Cost of clicks + ~$500/month to internet marketer
Demographic Served People actively searching for a company like yours
Definitive ROI Tracking? Yes
Pros Free stream of qualified traffic
Cons Easy for amateurs to mismanage a campaign and waste money

 

Pay-Per-Click (PPC) marketing is an inexpensive and highly-effective form of online advertising. After paying the costs to configure your PPC campaign, you only pay a few cents every time someone clicks your ad. And who is going to click on your link? People who are searching for the kinds of products and services your website has to offer. This can increase the conversion rate (traffic to sales) of your website and generate more revenue for your company, which make the costs of advertising for this medium incredibly low. The only thing to watch out for with PPC campaigns is who is doing your PPC management. At WebFX, we have highly-skilled professionals who manage your PPC campaigns for you to ensure that your PPC advertising isn’t mismanaged. We incorporate specific keywords relative to your website to help traffic find your company on the web. Check out our PPC Management Pricing page to learn more about what this kind of advertising can do for you.

 

 

 

 

 

 

UBAA/Dynasty – Understanding Modern Advertising Series – Search Engine Marketing

National Search Engine Optimization

Setup Process Website Configuration
Setup Cost $4,000-$10,0000
Cost of Media Free
Cost to Continue ~$500/month to internet marketer
Demographic Served People actively searching for a company like yours
Definitive ROI Tracking? Yes
Pros Free stream of qualified traffic
Cons Continuous monitoring necessary to maintain traffic stream

 

Configuring your website for national SEO is a bit more expensive than the initial costs of telemarketing, but it’s even cheaper than direct mail marketing and none of your customers will throw your ads in the trash or hang up on you. Also, unlike magazine and newspaper ads, SEO allows you to create interesting content that advertises for your business and is shareable on social networking sites. When you implement good SEO strategies, potential customers can search for your company’s website or social pages on Google and interact with your brand online. SEO also boosts your website’s visibility, increasing its rank in search engine results pages. You can even create commercials for websites like YouTube and Hulu for only a fraction of the cost of advertising on TV. In general, SEO combines some of the lowest national advertising costs with some of the highest ROI.

 

 

UBAA/Dynasty – Understanding Modern Advertising Series – Telemarketing

Telemarketing

Setup Process Script Writing
Setup Cost $1,000 to $5,200
Cost of Media $7 – $70 per hour or $35 – $60 per lead
Cost to Continue $20-$60/hour
Demographic Served People on your telemarketing company’s call list
Definitive ROI Tracking? Yes
Pros Targeted
Cons Extremely annoying, hurts brand image

 

Telemarketing is a more direct and on-the-spot form of advertising, making it a great way to engage potential clients. But depending on how many outbound calls your company is making, you could end up paying a substantial fee for your advertising costs. Not to mention, you’ll only drive your customers and potential customers crazy with this kind of advertising ploy, which is another cost for advertising that you may not expect. Few people will tolerate telemarketing calls, and no one enjoys them. In fact, the Federal Trade Commission receives a yearly average of 18,000 complaints about telemarketers. Save your money for advertising campaigns your customers will actually find intriguing.