Using Ad Block Analytics to fight back
Ad Block has ailed the digital industry for a while now, but it has not been as big of a concern till recently when ad blocking installation saw a surge. Digital advertising industry might be doing well in terms of growth but we are far from realizing the full potential. Ad block analytics has a key role to play for us to understand our inventory better and then take informed decisions.
IAB’s recent initiatives like LEAN scoring product roadmap and ad block primer are definitely steps in the right direction, but I believe the onus is on the publishers to bring a significant change and change how we as users think about ads. There are many Ad Block Analytics services out there which can and might provide us insights like –
- Ad-blocking rate, which is the percentage of your traffic not monetized using ads.
- Google Analytics and Omniture blocking rates. which tells you what percentage of traffic is not even showing up in your analytics reports.
Both the percentages above can be available by device, browser, country. Additionally, some other useful insights might include availability of this data by content marketing channel, page views per ad block user per session and split between regular versus first time visitors. These insights can play a key role and help us to better understand marketing ROI. It can also help in quantifying user behavior while running DEAL experiments on site.
Major French publishers like Le Figaro, Le Monde, L’Equipe and Le Parisien took a stand against Ad block and participated in the trial ad blocker ban campaign, as part of an initiative led by French trade body Geste.
All of the publishers agreed to coordinate the timing of the anti-ad blocking parry, but the exact approach was left to the individual publishers. Le Figaro was seeing roughly 20 percent of its monthly traffic, which is 31 million unique users, according to Nielsen Mediametrie (55 million worldwide), affected by ad blockers.
Alexis Marcombe, chief operating officer of Le Figaro Media, said the trial was a success, as 20 percent of the people with ad blockers enabled whitelisted the site, and 5 percent opted for a paid-for premium offer without any advertising, priced at €9.90 ($11.20) a month. “What was interesting is that people who were using the ad blockers were typically people who read twice as many pages as those who wouldn’t use one,” he said. “They were definitely some of our core readers, so it was important to do it.”
Some interesting insights shared by the publisher and IAB France –
- 30% of the French population on an average uses Ad Blocker
- 85 % of those who use ad blockers in France cited disruption as their main reason for installing a blocker, which would suggest users are averse to high impact/intrusive ad formats
- 71% of them regarded Online advertising as increasingly irritating, which indicates that using a LEAN ad approach might actually help.
I believe that generic demographic data (like above), combined with site specific adblock analytics data can help drive a sustainable change as accompalished by Le Figaro.