How can internet publishers stymie the ad blocking trend? It’s still a big concern around the world, and especially in France, Germany, the UK, and the U.S.
When eMarketer researchers queried Brian Kane, a co-founder and COO at content compensation platform Sourcepoint, the conversation revolved around “how increased communication between users and publishers could help the advertising industry buck ad blocking.”
Kane notes that publishers have started to take back control of the conversation with users, encouraging them to whitelist sites in order to see content.
Does it work? Yes, according to Kane.
“Publishers seem to default to advertising to generate revenue, but that’s a hangover from the early days of the internet,” he said. “Publishers should allow consumers to opt in to the compensation mechanism of their choice—you can whitelist the site, opt in to advertising or leave. More than 50 percent of users opt in to advertising when presented with that choice.”
There are also good reasons to provide consumers with more choices — including an ability to pay for content in an ad-free or “ad-lite” environment.
It very well could be that explaining to consumers how content is subsidized — and giving them options — is the best route to take.
“There’s an education process happening now. Publishers are putting up messages to ad blocker users that explain: If you like this content, it has to be paid for in one way or another,” Kane explained. “Consumers will opt for advertising, but on their own terms. Most consumers are OK with ads if they have the option to choose and they opt in to the experience.”
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