By Maida Khan
Online publisher is person who shares the content on internet; marketer is one who gives advertisements to publisher for placing it under that content and people who consume both these things are users. Recently, I read an article “Block Shock” which was about ad block software manufactured by Eyeo Company. It was mentioned in the article that users of this software are increasing day by day which is threat for business model of online publishers. Before subscribing to such kind of software we need to understand wider implications of ad block software from perspective of marketer, a publisher and a user:
Marketer: Advertisers keep on developing several strategies to reach mass audience. It is very active profession and they spend huge amount of money to develop and execute ideas for persuading their audiences towards whatever product, service, idea or cause they want to sell. If companies like Eyeo would develop software to block online ads then definitely marketer would also work on finding its solution. They would develop other creative strategies like native advertising etc to promote their product and services. They would run campaigns to educate audience about the consequences of blocking their ads. One of the biggest consequence would be the content on online media would not be free to access by users like it is now. Publishers would charge audiences to see their content if advertisers would take away ads from their websites because of ad blocking software.
Publisher: This ad block software is big threat for business model of publishers. Audiences have shifted to online mediums because they are cheaper and time saving as compared to traditional sources of information and entertainment. They are cheaper and time saving because of online advertisements. Publishers upload and update content not because they are keen in doing public service but because they generate revenues when advertisers pay them to advertise their content because of traffic on that specific website. When they won’t be getting ads the content on their websites would not be free to access. They would charge the audiences. Some people would pay them to reach the content but many will return to traditional means of getting information which are time consuming would be cheaper because it is human nature to utilize the mediums which costs less. This factor will affect business model of publishers in very negative manner.
Users: Right now, users must very happy with this software because it helps them to get rid of unwanted intrusive advertisements on online media. They count it as blessing but, soon this blessing will turn into curse when they would be compelled to pay in return for getting web services and products. Definitely, if publishers would not get revenue through advertisements then they would charge their audience. They are not putting this much effort on the web just for public service rather it’s their lucrative strategy.
Various solutions to minimize the risks involved were also present in the article and personally I don’t support all of them but some.
- Publishers quantify and manage ad blocking: This one is good technique because in this way publisher can block those advertisements only which are not only unwanted but also annoying for its users. The harm could be minimized in this way from all sides.
- Publishers are switching to subtler means of advertising: Native advertising is good example for it. Another example is when you play some video on tune.pk or daily motion etc. it gives you an option to skip the advertisement after few second. I personally feel that this strategy is good for publishers and users but not marketers. Marketers can trace how many audiences clicked their advertisement and played it for how much time. If they would see that this strategy is not beneficial for them, they would take away their ads from that website because no one spends money when it doesn’t give them desired outcome.
- Publishers are educating the audiences: This is one of the best techniques to cope with this problem. Majority audiences do not understand how they are being used just due to lack of awareness. Marketers and publishers must run campaigns to create awareness among their audiences by telling them about what consequences this timely blessing can bring in their lives.
- Blocking the user who blocks its advertisement: This one is the most inappropriate and unethical way to deal with audiences. Under this strategy, you are not keeping any space for discussion with your audiences to find some common solution which would be beneficial for all.
And now I am going to discuss the point which was jumping in my mind throughout this formal discussion. It was mentioned in the article that Google banned ad blocking apps by Eyeo and other providers but now they are available on internet add-ons and devices running Google Android system; which means this company is paying heavy amount to Google to promote its content. This ad block software by Eyeo Company is not something out of this world. Software houses are habitual of performing such stunts time by time. Software companies claims it as conspiracy theory but I personally believe that companies first creates some virus and then provide its solution in the form of antivirus. First, a virus removes every data from your computer and then there is software using which you can re-gather your lost data. Creating problem and then giving its solution helps them to earn money by selling their product or service. Users of ad blocking software are increasing day by day. This is threat for business models of online publishers. May be in future same company would sell some alternative solution for minimizing the risks related to this issue and maximizing profit for their software house. This is known as Digital Trade War which is not as transparent as it seems to be.
About Author:
Author is an aspiring journalist. She is multi-talented and very much committed to her work. She started her career in journalism as reporter from PTV News Islamabad. She did not confine herself to journalism field only. She is great writer, director, producer and photographer. She has excellent communication skills. “Jack of all trades” is an appropriate term to define her versatile personality.