How Ad-Blocking Is Disrupting The Mobile Marketing Industry
You know what it feels like. You search for something online, when you finally get the right link and click on it in the hopes of getting to the promise land – a full page ad covers the screen. Desperate, you look for the tiny little X button in order to close the window. You finally find it. You click and the ad closes –finally you can read the valuable information you were looking for in the first place.
Ads have really gotten on people’s nerves. Especially in mobile, where screen size is small and ads often interfere with the reading experience. This is probably why the latest release for Apple’s iOS 9 includes a new ad blocking feature that shook the mobile industry with dozens of articles forecasting the death of mobile advertising.
But how is ad-blocking truly changing the mobile marketing industry? Marketing on mobile is far from dying. Yet, Apple’s ad-blocking feature along with the independent ad-blocking apps that are offered in the different app stores are sending a clear message to marketers: to stay relevant you must adopt your marketing strategy.
How big is ad-blocking?
Even though desktop browsers have permitted the use of ad-blocking software for years, only a small percentage of the users that are the more tech savvy are aware of their existent and use it. However the percentages have risen in recent studies.
According to a 2015 study done by Forbes, today there are “a staggering 198 million people using ad blockers (on desktop)”. In the last calendar year, use of ad-blocking software grew by 42%, according the researchers’ findings, which characterize blockers as an “existential threat” to publishers. In the U.S. specifically, the use of ad blockers grew by 48% year-over-year.The rise in desktop ad-blocking usage – will mobile ad-blocking get adopted so fast as well?
So, from a secret weapon only known to few-tech savvy geeks ad blocking is becoming an increasingly popular trend. If mobile ad-blocking will follow the same trend, it is bound to disrupt the mobile marketing industry.
Sourced from www.forbes.com