Is this the death of display advertising?
The rise of digital display advertising has led to many print budgets being slashed, but now it’s under pressure from another digital threat – ad blocking. “Gatvol” of a deluge of banner ads on basically every website, consumers have turned to installing ad blocking extensions to browse ad-free. And the browsers don’t mind complying, with Google rolling out its own ad blocker on Chrome, and Opera doing the same. Locally, only 13% of South Africans use ad blockers, roughly half the number of those doing so internationally. With the Facebook data-sharing fiasco doing much to create a distinct lack of trust in those pulling the marketing strings, this is only set to rise. In fact, Juniper Research points out that publishers could lose as much as US$27bn in revenue by 2020 due to ad blockers – close to 10% of total digital advertising market spend. Marketers are waking up to the fact that throwing a whole bunch of money into digital display advertising just does not work. With the digit...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.