Re: The Party's Over?
Interruptions are the real issue. I do not mind a "message from our sponsor" when I first access a page, or ads on the right side or bottom of the page, or a not too tall banner ad at the top. What annoys the heck out of me are ads that are slide shows, videos that start playing on their own, ads that are embedded in the content, ads that push the content to the right (very annoying on smaller screens/lower resolution), and worst of all, sites that require a login or paid subscription to get to the content that is still overloaded with ads (double dipping).
I opened this very page in a browser without ad blocking and sadly most of the no-nos are found here. Ad on the left, autostart video, ads within the content, banner ad with a rather big white frame using up way too much space.
Do I like IW articles? Yes. Do I understand that ads pay the people who create the content? Yes. Do I understand that me blocking the ads has an impact on ad revenue? Yes. So if UBM wants me to turn off the ad blockers then tell your ad agencies to heed the points I mentioned above. It will be a fair compromise. I also do not mind targeted ads to much, but those are to be based exclusively and entirely on information that I explicitly provide and can revoke at any time. For example, I'm interested in 3D printing and how it will have an impact on many industries, but I am not interested to buy any 3D printer. Showing me ads for 3D printers is pointless, I won't buy anyway. That may change in a few years, but the adverstisers and media companies employ dumb mechanics that cannot tell the difference.
Another compromise is focusing on publishing white papers. I get about a 100 emails a day with links to white papers, studies, reports, and other pieces that are both advertisement and also of value to me. I do not mind reading a 2 page PDF from company XYZ that shows that their new product can now help with this set of problems. I get way more out of that kind of adverstisement than a non-descript, space wasting ad that asks "What does it take to be the world leader in EMM?". There is also some picture with zero informational value. On top of that, I have no idea what EMM refers to and I really do not care if some company wants to be the world leader. What I want is what can you do for me today and how much does it cost. Tell me that in three bullet points and give a price, it will not only help me much more, it will also make it way more likely that I buy something.
Until companies, ad agencies, and media outlets heed this advice I reserve the right to block the ad garbage. Fix advertisment and stop whining about ad blockers ruining your business. If there are big changes in your industry like that it is time to adjust. Look at online music services, the record industry did everything to kill Napster and the underlying technology just to have tech companies like Google or Apple embrace the tech and make tons of money of it. Ad agencies and media companies need to wake up and change their approach. Embrace the fact that most people find your autoplay videos and big ads without clear info utterly annoying, otherwise your business will go down the drain and someone else will figure out how to eat your lunch.