return Home

Ad blocking and native advertising – friends or enemies?

“I think the web would be better with no advertising at all, I believe the world would be better with no advertising at all,” says Laura Sophie Dornheim, head of communication at Eyeo – the company behind Adblock Plus.

The Native Advertising Institute team interviewed her when she attended Native Advertising DAYS 2017 and asked her how ad blocking can possibly be a helpful part of the advertising ecosystem — and where native advertising fits into a world of consumers who use Adblock Plus.

 

Below are highlights from the interview which have been slightly edited for clarity.

The ad blockers are your audiences

I think advertisers definitely should pay attention to why people use Adblockers. A lot of people online use ad blockers.

And if you look at the demographics, these people are usually the ones that are younger, that are more tech-savvy, that have a higher household income, that have higher degrees. So these are the ones you usually want to reach with your ads, but they are blocking them.

RELATED: Native advertising is not the same as PPC and display

Therefore, instead of finding ways to circumvent ad blocking technology and forcing your adds on users, you should think about other ways to reach them.

With Acceptable Ads (which allows advertisers and publishers who have agreed to make ads that abide by user-generated criteria to be whitelisted, red.) we have a tool that reaches these people because it is proven to work for them. But of course, native advertising can also be a valuable tool to really reach that audience in a non-annoying way that really brings value.

I think the rise of ad blocking should really be a wake-up call to advertisers that something has to change.

Ad blocking helping the ecosystem?

We get asked a lot, how adblocking can possibly help the advertising ecosystem. Of course, the first impression is it’s completely black and white. On the one side are the advertisers, on the other side, are the ad blockers.

Adblock Plus is actually the one blocker that tries to facilitate a compromise. Because we know that if all ads are gone, a lot of quality content will disappear and we don’t want that to happen. So we thought about a middle way and we’ve learned a lot from our users.

RELATED: In a few years, native will be the standard of advertising

By default, if you have Adblock Plus, acceptable ads is activated. Less than 10 per cent of our users opt out of that. So for more than 90 per cent, Acceptable Ads are okay. These are the people that make the effort to install an ad block because they’re so annoyed with ads, so that’s clear proof that there is a middle ground.

Native advertising should bring value to all

My thoughts on native advertising and whether it’s rather bad or good are quite clear. It is a good development. Actually, I see a lot in common between native advertising and Acceptable Ads or other initiatives that try to make online advertising better.

We all have understood that the pop-up that covers your whole screen and is in-your-face is over. It’s the past. We should not do that anymore.

For me, good native advertising is advertising that really brings value to all parties involved. The user, the publisher and the advertiser. They all have a little bit of different interest but they all should be satisfied, otherwise, it’s not a good advertising.

RELATED: The standard for native ads are almost higher than for journalism

From an ad blocking perspective, we have very clear criteria. Adblock Plus has Acceptable Ads implemented and there are certain criteria in form and format, in size, and in labelling, which very important, especially for native advertising. It has to be clearly label, clearly distinguished as an ad. But then, we allow these ads to be whitelisted, to be shown to users that otherwise will block most ads.

Of course, there are lots of lessons to be learned for the advertising industry, because we didn’t just come up with this criteria. We took them from a very extensive user research. Here, the users told us that okay, if I see a small placement there, if it’s very clearly labelled if it doesn’t completely interrupt my flow, then I might be fine with it.

And of course, especially for native advertising that is not a big “buy me now!” in the middle of a text, I’m just reading, but maybe a similar article — ideally content that also adds value by itself. These criteria can apply, and then we can work together to bring good native content — even to the people that would usually block ads.

Working together to keep native acceptable

The future of ad blocking is very bright.

We still see members rising, ad blocking at mobile is almost standard in Asian countries and it will soon be the same in Western countries, The US and Europe.

Ad blocking can certainly have an impact on native advertising and vice versa, so there are a lot of opportunities and then there are some risks.

When native becomes too aggressive, becomes annoying to users, then ad blockers will find a way to also block that advertising.

The other option would be working together to make sure that native advertising always adheres to Acceptable Ad standards and thus will not fall into a category where it’s automatically blocked.

More like this

Washington Post's important insights on selling native advertising

Native advertising to account for up to 40% of ad budgets by 2020

Download Native Advertising Trends 2017: The Magazine Media Industry

Ten top tips for native advertising success from Native Advertising Days 2017

The future of native advertising - Adyoulike UK MD Dale Lovell on media’s fastest growing ad format

  • Thinking like a journalist will make you awesome at native advertising

    “One of the things about journalism that relates so closely to native advertising is the desire to put your readers first. If you put your readers’ interests and what they care about at the centre, the content that you create is going to resonate with them much more fully and really have a much bigger impact. Brand storytellers should definitely take that lesson from the world of journalism and make sure their readers are at the centre of everything they create,” says Melanie Deziel, branded content consultant.

    17th Jan 2018 Insight News
  • Chart of the week: What are the risks to success for publishers in 2018?

    Social media, and above all Facebook, took a lot of heat for its perceived role in disseminating rumour and false news, most prominently during the US election campaign in 2016. Now, the firm has announced that it will give publishers less space for promoting their content (organically) on its platform. This is of course is bad news for publishers.

    15th Jan 2018 Insight News
  • Media Voices podcast: Facebook WTF?

    In this special episode of Media Voices, the team rattle through some news before doing a deep-dive into the realities of Facebook killing the news industry (again).

    15th Jan 2018 Insight News
  • The secrets to creating true native to women

    “To me, true native is when the journalist of the brand is really deeply involved in doing the best piece of content,” says Camilla Kjems when she attended Native Advertising DAYS 2017 in Berlin.

    12th Jan 2018 Insight News
  • When Facebook fell out of love with news

    The realisation that Facebook is a social network first and foremost and not a news-stand is starting to hit home with publishers as Mark Zuckerberg continues to fiddle with his News Feed algorithm to salvage - or grow - his creation.

    15th Jan 2018 Features
  • How Martha Stewart Living saw success across platforms in 2017

    It has been a record-breaking year for Meredith’s Martha Stewart Living. “Over the last year and a half, we have been doing some great things and I think we saw the results of those efforts in 2017,” said Daren Mazzucca, VP/group publisher of Martha Stewart Living.

    15th Jan 2018 Features
  • How the EU’s new ePrivacy regulations could profoundly impact all media

    From a legislative perspective 2018 looks set to be an interesting, potentially challenging year for publishers. In May the EU wide General Data Protection Regulation (GDPR) will be enforced bringing new controls on the collection of data.

    15th Jan 2018 Features
  • How Cheddar revolutionises business media

    Cheddar Inc. launched two years ago as a news and business channel aimed at at young-ish audience that would be carried via social media, smart TV and mobile. Two years on and global expansion is high on Cheddar's agenda. 

    11th Jan 2018 Features
  • Chart of the week: What are the risks to success for publishers in 2018?

    Social media, and above all Facebook, took a lot of heat for its perceived role in disseminating rumour and false news, most prominently during the US election campaign in 2016. Now, the firm has announced that it will give publishers less space for promoting their content (organically) on its platform. This is of course is bad news for publishers.

    15th Jan 2018 Insight News

Video

Visit our Youtube channel

FIND OUT MORE

In this article

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE

Upcoming @ FIPP

What’s happening now, what’s coming next

Go to Full Site