The demise of online advertising as we know it
Something big is happening in the world of online advertising; ad-blockers.
Apple’s latest operating system iOS9 enables developers to create apps that block all forms of digital adverts from Safari (it’s own web browser), as well ads shown in apps!
What does this mean? If you’re a publisher you’re about to see a massive drop in the number of users that you serve ads to.
For consumers? That’s simple, ad-free content.
Marco Arment, the co-founder of Tumblr removed the popular app Peace from the App Store – citing “it doesn’t feel this good” to be that successful.
Regardless, there are many apps similar to Peace appearing, including Crystal, which I tried out earlier today.
How it works – you simply download the app from the App Store (approx. £0.79). Go to settings, enable the content blocker app from Safari’s settings. You’re done!
… No more ads, no banners, no pop ups. Nothing.
This is great for consumers in the short run, but for many publishers, displaying adverts are a way to generate revenue to keep showing content for free.
Unfortunately the long term concern is that we’re about to see a lot more publishers gating their content with paywalls.
Personally, I see this as a positive! It’s potentially going to de-value traditional ads, and it’s going to challenge brands to be more creative! I.e more advertorial and copy driven content as apposed to display ads.
Rhys Gregory
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