We\u2019re going to tell you a truth you probably already know: more and more users are avoiding digital advertising. They are annoyed by having to see ads for things that probably don\u2019t interest them. It\u2019s in this challenging scenario that every publisher must find ways to monetize, regardless of any obstacles that may arise, such as ad blocking. There are always ways to succeed and make your app or website profitable.<\/p>\n
Ad blocking challenges the viability of business models and poses a problem for monetization. We repeat: a problem, not an impossibility. There are strategies to overcome ad blocking and come out on top.<\/p>\n
What are the steps to follow? We\u2019ve prepared this article to show you the path that will help you overcome ad blocking. Read it to the end!<\/p>\n
Ad blocking is simply a technology that blocks or filters ads attempting to display on a website or mobile app. Users typically use browser extensions or applications to block ads from appearing.<\/p>\n
For users, it\u2019s an effective solution to ad invasion, but for publishers, it\u2019s a frustrating obstacle that prevents them from monetizing correctly, as it reduces the visibility and effectiveness of their ads.<\/p>\n
The significance of ad blocking is evident in the numbers: it is projected to cause losses exceeding $54 billion worldwide in 2024, according to PageFair figures. Will we allow this? No way!<\/p>\n
While still a threat, ad blocking was much more fierce a decade ago when ad blockers became a boom. Many people started using them to reduce online advertising.<\/p>\n
That effect persists, and just between 2021 and 2023, ad blocking increased by 11%, surpassing 900 million users worldwide (most of whom are website visitors).<\/p>\n
Experts point out that after the COVID-19 pandemic, when many people were forced to work remotely from home, there was a definitive change in user behavior, leading to an upward trend in ad blocking. By the end of the second quarter of 2023, there was a significant increase in ad blocking on mobile apps, with an estimated 495 million users.<\/p>\n
Do you see the monster we\u2019re up against? It\u2019s intimidating, but not invincible.<\/p>\n
The main reason users block ads is that they find them intrusive or disruptive to their browsing experience. They feel that their browsing environment is cleaner without ads. Other reasons include:<\/p>\n
Implementing ad blocking is very easy. You don\u2019t need to be a tech expert to prevent ads from appearing on your screen. Essentially, these are the programs users can use to block ads:<\/p>\n
It\u2019s important to note that these apps mainly block pop-up ads. Some apps offer premium plans to users to prevent ads from being shown. These three blockers are frequently used on Android:<\/p>\n
As a mobile app publisher, dealing with ad blocking becomes a top priority. Before falling into despair, it\u2019s better to apply these strategies that we show you below:<\/p>\n
One of the best strategies to overcome ad blocking is native advertising. Traditional ads are more likely to be blocked, but native ads integrate organically with the content the user is viewing, achieving the goal of conveying the message.<\/p>\n
The main idea is to ensure that ads appear as unobtrusive as possible.<\/p>\n
We all love YouTube until an ad pops up and ruins the song. YouTube is aware of this, which is why they offer a premium subscription without ads\u2014a strategy you can also use without any issues.<\/p>\n
Offer your users exclusive content and additional features when they subscribe to your app. Besides generating revenue from each subscription, the user will be satisfied because they\u2019re paying for an enhanced experience.<\/p>\n
You would earn from both in-app advertising and user subscriptions.<\/p>\n
In addition to getting advertisers through auctions or typical programmatic advertising means, another option to overcome ad blocking is to seek sponsorships or partnerships with other brands to integrate content into your app.<\/p>\n
Don\u2019t understand? Let\u2019s explain it simply. Imagine a user opens a section of a website and sees a short video about a particular soda brand. It\u2019s not an ad; it\u2019s simply material uploaded by the editor to be part of the website. Now imagine that example in an app.<\/p>\n
This way, you don\u2019t rely on traditional advertising revenue but monetize more organically. If the user decides to install a plugin to block ads, it will have no effect.<\/p>\n
Suppose your most active users refuse to subscribe to one of your premium plans; you still have an ace up your sleeve: implementing in-app purchases.<\/p>\n
Imagine you have a pet care product store, and to overcome ad blocking, you decide to sell personalized collars and T-shirts for dogs and cats. This way, you generate revenue without relying on advertising. However, you\u2019ll need to do a titanic amount of marketing work and combine it with good coding.<\/p>\n
No one wants to browse a slow website or an outdated mobile app. In addition to your in-app monetization plans, you should optimize your app as much as possible to ensure it\u2019s neither slow nor obsolete.<\/p>\n
This includes, among other things, providing relevant content in the app or website, performance optimization, and ad personalization. With all these elements in place, the user has fewer reasons to block or filter ads. Positive user experiences help retain users and improve monetization.<\/p>\n
Ad blocking has negative effects on publishers who rely on advertising revenue to keep their projects running. It\u2019s like a plague that slowly consumes everything if not addressed in time.<\/p>\n
For example, the most direct impact is a decrease in advertising revenue. Ad blocking reduces the effectiveness of advertising campaigns, which, of course, is reflected in click and view rates. It significantly affects the Effective Cost per Thousand Impressions (eCPM).<\/p>\n
But that\u2019s not all; it also reduces the visibility of advertisers who pay to showcase their products. This way, advertisers lose the opportunity to reach their target audience, which results in a decrease in demand for advertising space.<\/p>\n
All these challenges directly influence the quality of the content that publishers offer to their audience. Why? With less revenue, they naturally face greater difficulties in monetizing content. Without money, it\u2019s hard to maintain long-term sustainability.<\/p>\n
On the other hand, the practice of ad blocking forces publishers to seek alternative business models\u2014such as subscription plans\u2014and change the dynamics of the relationship between publishers and their users.<\/p>\n
All these factors make publishers and advertisers work hand in hand to build creative tools and strategies that help mitigate the effects of ad blocking. Publishers can contribute by creating intuitive digital spaces, and advertisers by developing native ads that blend seamlessly with the app.<\/p>\n
Hello, publisher. The mobile advertising industry is challenging, and to succeed, it\u2019s essential to establish partnerships with platforms that help you monetize without problems.<\/p>\n
At Wortise, we work with hyper-segmentation to ensure that each ad is shown to the right person, which we achieve through our robust first-party data.<\/p>\n
We connect hundreds of advertisers and publishers from around the world to enable the proper exchange of ads on websites and mobile apps, always delivering the best performance.<\/p>\n
Personalized support and 1-on-1 assistance are other things we offer to shoot your eCPM to the moon. <\/p>\n