But with more consumers using ad blockers, enabled by Apple’s recent move to enable the function on its mobile phones and tablets, some publishers and agencies foresee a dampening of the use of such ad units.
“It’s a wakeup signal for advertisers to try to be more relevant, for publishers to try to not be as obnoxious,” said Ben Kunz, vp of strategic planning at Mediassociates. “Marketers are really interested in providing richer experiences that tell the story at a deeper level that hopefully are more targeted. But there’s this concurrent trend where people are upset at the clutter. We’ve had some [clients] saying we’re not interested in high-impact ads. It’s too intrusive.”
That’s potentially going to mean a big headache for publishers that have become increasingly reliant on such units to keep the lights on. Indeed, the frequency of such high-impact units has been on the rise, according to recent data from Moat.
Ads that blockers consider intrusive (it’s subjective) are going to be more likely to be blocked, said Jonah Goodhart, founder of Moat. Early data from Moat Ad Blocking Analytics suggests 10 to 15 per cent of all premium publishers’ desktop ad inventory is being blocked. On mobile, less than 5 per cent is blocked, but that may change quickly, he said.
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