Internet users are increasingly establish ad blocker

Advertising agencies бьют alarm : they lose their audience online. More and more people are set ad blocker and drop out of sight advertisers. The chart on the left shows the number of users who use the ad blocker. As you can see, since 2013, there has been a sharp rise in the popularity of these programs.

During the years 2013-2014 the number of users blockers tripled from 50 million to 150 million people, and there is a tendency for further growth. According to experts, is currently the audience of "refuseniks" more than 200 million people.

This trend threatens traditional business models in the online publication, which provides for the deployment of free content in exchange for viewing ads.

Company Eyeo, which produces the most popular among such programs Adblock Plus, says more than 400 million downloads of this extension to the browser.

Until recently, the only block advertising on personal computers and laptops, but now even this software installed on mobile devices, which are increasingly used to surf the web. This fact is even more sad for advertisers.

In previous years, ad blocker considered the lot of tech savvy users. They were not very easy to install and configure. But now they are set in two clicks as the expansion of Chrome or Firefox, and work perfectly right "out of the box" prepared by "black list».

To use these programs people are pushing themselves websites that put the aggressive advertising formats: video, flash animation and pop-ups.

According to statistics, the most intolerant of such advertising young people. Authors of the market research company Wells Fargo Securities said that as they grow older these people are total ad blocker popularity will increase.

Few media company decides to publish figures for their losses from the audience cut advertising on websites. For example, the German media group ProSiebenSat.1 stated that in 2014 suffered because of losses in the amount of € 9, 2 million. This is about a fifth of the company's income from activity on the Internet.

The worst affected are companies that work for the male audience with a technical education. Here popular ad blocker maximum. For example, among the visitors Geektimes programs such uses 93% of the audience .

Publishers are trying to react to this situation. For example, they do not advertise a graphic banners and as promotional articles. Others are trying to influence the audience and talk about the dangers of blockers. For example, the website of the British newspaper Guardian displays the following message: "We have noticed that you have installed to block advertising. Perhaps you would like to support the Guardian in any other way? ».

Other sites do even more tightly. For example, the video site Hulu do not let yourself to users who have installed "bannerorezki." In Germany, some media are suing the company Eyeo. The fact that a program of this firm does not cut all the ads, and does it selectively: some banners it passes, if they are not "annoying" (in reality, if the advertiser made a certain amount of money at the expense of Eyeo). There is information that Eyeo concluded such an agreement including with Google.

However, the results of two trials the company Eyeo justified. The court ruled that it has the right to conduct such business practices as users advance notice of a "white list". But even if Eyeo and condemn, it will not stop other developers to block advertising. Many such projects are created by the community and probably will continue to work.

Advertisers are hoping to help Apple and Google, which may prevent installation blockers on mobile devices running their operating systems. But then again, any restrictions there may be overcome after rutovaniya device. You can install a third-party browser, which was originally founded lock function. Recently he released a brand Adblock .

Source: geektimes.ru/post/251726/