The digital media world is abuzz about Apple’s introduction of ad-blocking capability on their mobile devices. You may get some questions about it from your advertising clients.
Here’s some of the mixed reactions out there:
From WSJ: (negative)
Apple’s Ad-Blocking Is Potential Nightmare for Publishers
From NPR: (informative)
With Ad Blocking on the Rise, What Happens to Online Publishers?
From AdAge: (Oh no!)
So BEFORE we jump to doom and gloom, we thought we’d consult Ryan Dohrn, an ad sales expert who has worked extensively with niche publishers. We asked him what the Apple ad-blocking hoopla really means for digital media ad sales:
“Ad blocking requires a level of tech savvy that most users do not have. It is not a simple switch you just flip. In addition, Apple’s Safari web browser continues to rank fourth amongst software like Google’s Chrome that is used by over 50% of web users according to StatCounter and NetMarketShare. In mobile only stats, Chrome continues to dominate the space with 31% use compared to iPhone with 20% and Android with 18% use.
With that said, publishers need to be concerned if they are relying on image-based ads for the majority of their online revenue. Why? Because click-through rates continue to decline and readers report banner ad fatigue. There are so many other amazing online revenue opportunities for publishers that are easy to implement and deploy.”
So what can you do right now? Be proactive and find ways (and stats) to reassure your clients that their mobile advertising will continue to be effective with your magazine!
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau–Niche Media’s Grand Poobah–also created a blog all about creating and marketing targeted events: blog.NicheEventNation.com Check it out!
image from freedigitalphotos.net