One of the biggest challenges for publishers and any marketer today are ad blockers. For marketers, rising ad blocking rates result in the inability to reach the coveted adblocking audience. In addition, high ad blocking rates lead to smaller ad inventory, which may eventually increase CPM rates.
Since ad blockers came into play over a decade ago, adblocking rates have skyrocketed, acquiring millions of users and spreading to every platform.
One of the latest findings of our research team at Uponit is that the current rate of ad blocking in the US is 37%. This means that nearly 4 out of 10 users are not exposed to your marketing efforts. Clearly, it is a pressing issue for the marketing world, and consecutively to the publishing world, which depends upon advertising for its existence.
How can this be dealt with?
To date, there are several approaches attempting to address the adblocking phenomenon. Some publishers try to change their business model and use paywalls to charge users for access to their site. Others, prefer to force their users to whitelist their website via the ad blocker settings to access the site’s content. The main downfall of both strategies is their disruptiveness and the risk that the users will abandon the site altogether.
This is where the alternative approach comes in – ad recovery.
Ad recovery allows publishers to re-insert ads which were initially removed by ad blockers. This strategy has some distinct advantages over the rest of the pack. The obvious benefit is being able to serve ads to both adblocking and non-adblocking audiences. Publishers will even able to expand their ad inventory, segment users and target specific campaigns to ad blocking and non-ad-blocking audiences.
Contrary to what might be expected, adblocking users even display high engagement rates, at times higher than non-adblocking users.
What are the different types of ad recovery solutions?
There are several solutions in the market today. When examining the different ones, certain important parameters should be kept in mind. The first one is integration – ad recovery solutions can be implemented either on the server-side, CDN (Content Delivery Network) or the client-side. Both server-side and CDN integrations are complex and highly intrusive, and often require major changes on the publisher’s part including their ad operations.
Most site owners fear such intrusive integrations, which are a major hindrance, and will often prefer not to integrate a solution at all. On the other hand, most client-side integrations are limited and can be circumvented by ad blockers.
Another important differentiator between the various ad recovery solutions is their comprehensiveness. This includes which platforms they work on, and which ads they can recover.
Moreover, while publishers want to present all types of ads, including static ads, video ads, and native ads, some ad recovery solutions can restore only one type of ads.
What is Uponit’s solution?
Uponit provides the most inclusive ad recovery platform, capable of restoring all ad placements that were stripped by ad blockers, on both mobile and desktop browsers. Uponit restores display, video and native ad campaigns, with full pixel tracking, cookie targeting, and user segmentation support.
Our solution is based upon a quick, client-side integration, allowing for a seamless integration which requires no changes to our clients’ ad servers or ad operations.
Uponit’s mission is to enable site owners to maintain their business model, while also looking out for the users’ experience. We work in compliance with the Coalition for Better Ads guidelines, which we feel set a middle ground for both publishers and users.
Using Uponit, a publisher can control which ads are served and where they are placed, and make sure these are only high quality and non-disruptive ones. In addition, our solution contributes to a better user experience, by accelerating page loading times and reducing bandwidth consumption.
How does Uponit work?
The end result is that ads are displayed to the adblocking user, no matter which ad blocker is in use.
Increase in ad revenue, increase in engagement
When ad blocking rate for Mako, Israel’s leading entertainment portal, reached 33% and significantly harmed their ad-based operation, they began to look for a solution. As Uri Rozen, Mako’s CEO stated, Uponit is the only solution which allowed them to keep their ad business running without any interruptions. By using Uponit’s solution, Mako has been able to offer ad campaigns to adblocking users since June 2016, and recently, began serving video ads in the articles section and in their extensive VOD service. Uponit’s contribution to Mako’s desktop display ad revenue resulted in a significant increase of 32%-39% between January and May of 2017.
According to Rozen, adblocking users have displayed similar or even higher engagement and retention levels than non-adblocking users, with average session time growing by 3.2%.
Mako is only one example of our many happy partners.
© 2016 DK New Media.