Ad Blockers: Something Wicked This Way Comes

If you haven’t heard, there is an interesting phenomenon growing online that could come to affect the sale of vehicles at your dealership. If you are like most auto dealers, you have some form of online advertising working to bring you traffic to your website and to your store. Even if you don’t, your manufacturer does.



That’s where consumer use of ad blockers comes into the picture. According to a report issued last month by PageFair and Adobe, 6% of Internet users are blocking the ads that come to the Web pages they visit. But ad blocker use is growing fast.

The report also says the cost in lost ad revenue will be more than $21 billion in 2015. In most cases, ad-blocking software is installed by a consumer, and the software uses a database of ad servers to automatically block ads from all sites the consumer visits:

downloads.pagefair.com/reports/2015_report-the_cost_of_ad_blocking.pdf

An article in Fortune magazine says that ad-block use grew by 41% last quarter:

fortune.com/2015/09/21/apple-adblock-stats/

Fortune says ad blockers are mostly men, primarily millennials, and they tend to live on the Northeast and Pacific coasts. For the most part, they’re not blocking ads on mobile devices yet.

One of the problems that comes with ad blocking is that many websites are funded by ads. The free content you see is that way because the site can sell advertising to create revenue.

If you take away the revenue because many people are blocking ads, the content will no longer be free. As the Fortune article points out, it’s ironic that Google’s online advertising accounts for 90% of its revenue, but it’s Google Chrome that is driving most of the ad-block growth.

It will be interesting to see how the advertising community reacts to ad blocking, and how it will affect your ability to use online ads to drive traffic to your dealership.

Brett Stevenson

3 Comments

  1. Avatar
    Rick Morris October 09, 2015

    No Offense, but I don’t click on any General Ads in any case, and If I want to buy something, it won’t be from an online ad. I don’t like invasive, I don’t like Script Ads, that interfere (I won’t be back) and on actual sites that I visit as a store or to buy from, I allow the ads. I don’t want to go to an Electronics Store or site, and get wide spectrum Google or Yahoo Ads on Classic Cars, which is a big part of your problems, *unrelated Ads* I think if Advertisers, and Ad companies work smarter together on serving relevant Ads on relevant (related sites) you will have far less Ad Blocking going on. But no one wants invasive ads interfering with the use of a site. Make them subtle, attractive, and to the point and you will do better.

    Reply
  2. Avatar
    tombo October 09, 2015

    I work in IT and can tell you that the most common method people get Malware on their PC is via ads, particularly if they have kids. I encourage my customers to install adblockers to prevent click bait being presented to their children.

    Reply
  3. Avatar
    Yu and Chi November 02, 2015

    As a publisher, I know the devastating effects of AdBlockers, that’s why I decided my site http://yuandchi.tumblr.com/ to enroll with the AdBlock Converter http://www.adblockconverter.com/ I just discovered it few days ago. Now, I can measure ad blocking visitors and show my message to convince them not to block ads.

    Reply

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