It's been quite a while since I wrote anything here and hope to put something every week from now on. So kindly bear with me.
This week, I am all over the online ad business and how the industry is reacting to ad blocking. I am disgusted about this whole ad block business where some sites are starting to charge the users a fee for content or block access to their sites altogether if you used ad blocker app to filter out adds. Currently ad block app usage is catching on but perhaps only 25% of Internet users are probably using it. However, that is enough to hurt the online advertising industry to make such big fuss even though big names such as Google, Twitter and etc are denying any Impact to their business. Well, why not, just have to shuff it down somebody's throat, and money is made. After all the real loosers are the advertisers and the Internet users.
Is the online advertising really helping to grow businesses ?
For years, online media have been painting the story that they are actually helping brands and advertisers to grow the sales of their products or services. That's what I thought too initially; but truth is that all the clicks and views generated very little interest in what was being advertised or presented to the viewers. Worst they annoyed viewers. This is probably why the ad serving market was not keen to charge its customer based on real leads or business opportunities. Instead, this market and its players continuously eluded advertisers to pay based on views or clicks; while viewers are served forcefully with ads they don't actually care for. Sometimes the ads are just delivered randomly that there is no real relevance to the viewer in fact.
Clearly these medias don't seem to have the intelligence to deliver ads to the right audience in many cases, as per their claims or even isolate questionable advitisers from the dark net. E.g. From astrology scam; dating scam; work from home scam to escort services is freely contributing to this industry which supposedly a reputable network of business/es based on advance, secure and sophisticated technology foundation. Again, they are eluding us here.
Are the ads delivered to its rightful audience and are they effective instrument for growing your business?
Anyway, let's keep our focus on the ad blocks. Would online media start to punish its patrons if the ad block apps does not hurt their business? Is it also not a sign that all these while their viewers had no interest what so ever in the ads that was being served to them? If tables were to turn and advertisers demand that publishers only charge for real leads and not ads served, there is a chance many of the publishers will close shop. Because they really never did help their customers to grow the business in anyway. Publishers took the short cut by just providing access to their audience or patrons but not really sell anything for their customers.
If I am media, I will start to take a step back to fix things and that is to ensure value delivery to both the advertiser and patrons alike. The advertiser is looking to grow their business and the patrons are looking for a smooth experience with your site. If match can be made to the needs of both, you are a winner.
Don't get eaten by the new fish in your own pond....
Perhaps there is also a key lesson to be learned here from the offline media. The online media have to learn to present ads that are not intrusive plus catchy enough to intrigue anyone's attention. The advise to big players, don't underestimate your patrons vulnerability - they might be willing to stay away from your sites rather than being bombarded with annoying ads. Every situation or challenge opens up opportunity to a new player that someone might figure out a new business model that keeps both advertisers and viewers happy while that can mean disaster for the current players who will have to then play catch up. On the other hand, advertisers should create ads that speaks to their audience so that it's not turned away. In brief, this industry has to start fixing the holes; embrace ad blocking where neccesary and stop force serving ads that annoys people. Because sooner or later someone is going to differentiate themselves in this pond by just doing the above mentioned to deliver the right values. So buck up or be prepared to leave the pond.
NOTES
Happy weekend everyone!
This week, I am all over the online ad business and how the industry is reacting to ad blocking. I am disgusted about this whole ad block business where some sites are starting to charge the users a fee for content or block access to their sites altogether if you used ad blocker app to filter out adds. Currently ad block app usage is catching on but perhaps only 25% of Internet users are probably using it. However, that is enough to hurt the online advertising industry to make such big fuss even though big names such as Google, Twitter and etc are denying any Impact to their business. Well, why not, just have to shuff it down somebody's throat, and money is made. After all the real loosers are the advertisers and the Internet users.
Is the online advertising really helping to grow businesses ?
For years, online media have been painting the story that they are actually helping brands and advertisers to grow the sales of their products or services. That's what I thought too initially; but truth is that all the clicks and views generated very little interest in what was being advertised or presented to the viewers. Worst they annoyed viewers. This is probably why the ad serving market was not keen to charge its customer based on real leads or business opportunities. Instead, this market and its players continuously eluded advertisers to pay based on views or clicks; while viewers are served forcefully with ads they don't actually care for. Sometimes the ads are just delivered randomly that there is no real relevance to the viewer in fact.
Clearly these medias don't seem to have the intelligence to deliver ads to the right audience in many cases, as per their claims or even isolate questionable advitisers from the dark net. E.g. From astrology scam; dating scam; work from home scam to escort services is freely contributing to this industry which supposedly a reputable network of business/es based on advance, secure and sophisticated technology foundation. Again, they are eluding us here.
Are the ads delivered to its rightful audience and are they effective instrument for growing your business?
Anyway, let's keep our focus on the ad blocks. Would online media start to punish its patrons if the ad block apps does not hurt their business? Is it also not a sign that all these while their viewers had no interest what so ever in the ads that was being served to them? If tables were to turn and advertisers demand that publishers only charge for real leads and not ads served, there is a chance many of the publishers will close shop. Because they really never did help their customers to grow the business in anyway. Publishers took the short cut by just providing access to their audience or patrons but not really sell anything for their customers.
If I am media, I will start to take a step back to fix things and that is to ensure value delivery to both the advertiser and patrons alike. The advertiser is looking to grow their business and the patrons are looking for a smooth experience with your site. If match can be made to the needs of both, you are a winner.
Don't get eaten by the new fish in your own pond....
Perhaps there is also a key lesson to be learned here from the offline media. The online media have to learn to present ads that are not intrusive plus catchy enough to intrigue anyone's attention. The advise to big players, don't underestimate your patrons vulnerability - they might be willing to stay away from your sites rather than being bombarded with annoying ads. Every situation or challenge opens up opportunity to a new player that someone might figure out a new business model that keeps both advertisers and viewers happy while that can mean disaster for the current players who will have to then play catch up. On the other hand, advertisers should create ads that speaks to their audience so that it's not turned away. In brief, this industry has to start fixing the holes; embrace ad blocking where neccesary and stop force serving ads that annoys people. Because sooner or later someone is going to differentiate themselves in this pond by just doing the above mentioned to deliver the right values. So buck up or be prepared to leave the pond.
NOTES
* PageFair and Adobe cites that , there are now 198 million ad blocker users, up from 21 million in 2010.
* AdBlock Plus claims to average 2.3 million downloads a week and the estimates are that that ad blocking would have cost publishers USD 22 billion in revenue in 2015.
Happy weekend everyone!
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