hello. This is Hiroki.
I myself have been involved in the media for about two months now, but … well, it’s kind of annoying. What is media operation?
- It is natural that content media management is not profitable
- If you advertise, users will hate you
- It’s not a department that makes a lot of money, so the position in the company is a little delicate …
Like. (No, Ledge is relatively popular in the company, so it’s okay)
Although it is not so prosperous in Japan yet, ad blockers have recently evolved, and for the media doing advertising operations, “That’s for the user! I know, but forgive me …』It is becoming a situation. Globally.
So, this time’s story, it may be a way to break through such a sad situation“Anti-ad blocker that does not impair UX”It is an introduction of.
As mentioned in the article above, according to PageFair and Adobe’s 2015 ad blocker report.
- “Loss suffered by ad blockers” on the side of media operators around the world is a loss of 22 billion dollars (≈ 2.5 trillion yen)
- It seems that there are about 2 billion active users of ad blockers all over the world.
- Moreover, each of these numbers has increased by 41% over the previous year in just one year.
It seems that the tool developed there is the tool introduced this time.“Cancel adblock movement without compromising user UX”I heard that …?
What is the content? What could be useful in practice?
I tried to summarize the releases of multiple media.
Anti-ad blocking technology by MGID
MGID is a US-based company with a native ad network business that primarily provides marketing solutions.
So at the beginning of this monthKeep 100% revenue from adsAnnounced anti-ad blocking technology.
It seems to be based on the Deal Concept by IAB, which the company says does not require site recoding and does not degrade performance.
The patent-pending evolved engine analyzes hundreds of factors such as geography and devices to predict how consumers will interact with online content.
It seems that it will be possible to make the communication between the media management side and the advertiser more efficient.
3-step real-time anti-ad blocking
The services provided by MGID are divided into three levels.
When a user opens a web page, it automatically detects the ad blocker they are using and responds to each level from there.
By the way, the Level here isEffectiveness of user unblockingIs shown.
Lv.1 Make users aware of anti-ad blockers
- Show dialog window
- The user is given the option to ignore it, disable the adblocking feature on that page, or
Lv.2 Restrict user access to content
- Decrease visibility of the displayed page and display a dialog window
- Request users to disable ad blocking for content viewing
Forcibly reinsert the deleted ad in Lv.3 ad block
- Automatically bypass the ad blocking function and show ads
- Show that to the user in a dialog box
How effective is it?
It’s quite a Gottsui function, but in fact it seems that the operation itself has already started (closed?), And according to MGID, companies that use 1 and 240%.. Up to 3100%Is predicting the success rate of.
1 is that the publisher can control the frequency of notification to the user,Once per page, or every 60 seconds by defaultIt seems that you can set.
2 is the userUntil you disable ad blockingDisplay notifications for each page with.
The function of 3 is on the user sideGoogle chromeIf you are usingAutomatically functionHowever, if you are using another browser, you need to set up the publisher.
3 is especiallyShow ads without lowering UXSince it is possible to do so, it certainly seems to be effective as a function as an anti-ad blocker.
But to be honest, 1 and especially 2 may be a loss for publishers in some cases? I thought.
Is it still unnecessary in Japan?However, it may not be in the distant future
According to the Digital News Report 2016 released by the Reuters Institute, ad blocking is not so widespread in Japan, and only usersTen%..
I don’t know if this is due to low awareness or the content of the advertisement, but it seems that interest is low compared to the world.
Well, that ’s whyThere is no problem immediately, so you don’t have to take any measures!It is not that it is predicted that it will probably increase in the future.
So-calledAds that induce “wrong clicks”or,The link destination is completely differentetc. As an advertisement that damages UX is circulating, as one measure to somehow deliver useful information to users,Anti-adblock works well with adblockIt may be nice to be able to do it.