Blockade of advertisements in web browsers is a common phenomenon that diminishes the influence of advertisers and publishers. At the beginning of 2017, 236 million users blocked ads on computers, and 380 million users blocked them in browsers on mobile devices. In Poland the percentage of people using adblock is one of the highest in the world and amounts to 46%.
As of February 15, Google will launch a new feature that blocks intrusive ads in Chrome browser. Ads considered by Coalition for Better Ads to be particularly burdensome will not be displayed to users. Users using the browser will not see video ads that start with the sound turned on. They will also not see full-page advertising and banners that cover a large part of the text. The emission of some pop-ups will be limited.
Photo: Any IP Ltd https://anyip.io/blog/
The actions aimed at the transparency of the advertising space sales process, ads viewability and showing valuable advertising are, of course, right ones. They force publishers to organize their activities and pay more attention to user experience in contact with advertising and to serve better-quality ads.
Launching Google Chrome ad blocking module will be certainly a difficult challenge for website publishers. Publishers will see declining advertising revenue, and advertisers will see a declining inventory of mobile web. How will the Internet giant's actions affect the general well-being of the advertising industry?
It appears that the market will regulate itself the issue of how to reach the user. Those who are not yet in the app world will soon be grateful to Google for activities that draw attention to in-app advertising. This form of advertising will become more profitable for publishers than ever before.
As world data show, blocking ads does not have a significant impact on mobile applications. Ads in apps are blocked by a small percentage of users. Apps are an area where advertisers still have control over the format and content of their ads. It makes them a more attractive place to promote their products and services.
Smartphone users spend 87% of their time on mobile devices through the application, compared to only 13% on mobile internet. In-app advertising is currently the fastest growing form of mobile advertising. It is estimated that by 2020, only in the US, advertising revenues in applications will increase to over USD 7 billion.
Advertising in mobile applications provides greater retention and clickthrough rate. In addition, it provides valuable information about users that allow for better targeting and, thus, reaching recipients.
Considering the above, it can be concluded that Google's actions will cause the industry to move towards ads in applications.
