brings the total number of active ad block users to around 45 million Americans. This is the same size
as the entire population of Texas and New York combined. (Factfinder.census.gov)
So, how do companies combat this trend?
While there can be several ways to deal with it, these are the most common ones.
The first method
is for advertising companies to pay the ad blocking companies to ignore and display
their ads. This has many groups calling foul, as this practice is forcing websites to either pay for having
their ads ignored or lose out on money they receive from their readers clicking on the ads (http://bit.
ly/1MX0EDo).
Another method
comes from the web publishers themselves, who have asked their readers to turn
off ad blockers on the website. Unfortunately, the success of this effort can vary widely. Still, it never
hurts to ask.
(http://bit.ly/1SHPAP8).
The last method
focuses on using a different source that is not a website, instead it is either an app
or e-edition of a magazine/newspaper. By asking folks to login or accept a service that is ignored by
ad blockers, content creators can offer advertisers a valuable and unblocked option. This provides
newspapers/publishers a compelling reason to give local advertisers an ad that is not blocked on other
services online.
Moving forward, it is important to remember the flexibilities the internet provides. However the same
flexibilities hold many rewards as well as problems. Be sure to continue reading our blog as we will
discuss how newspapers and businesses can see eye to eye when it comes to digital advertising.
Digital Advertising Continued
Connected Ads
FEATURES
allow better service for newspaper and magazine advertisers. The diagram shows the intended path
newspapers and magazines may offer to advertisers when newspapers connect ads back to the
advertiser. As the change into digital continues, the value of unblocked advertising will only grow in
value.
Ad placed
in E-edition
A link is
attached to
the ad
Subscriber
reads paper
and clicks on
the ad
Subscriber sent to
advertiser's website.
Advertiser records
online visit.
Simple Ad
Pathway