Since Apple announced it would be allowing users to download ad blocking extensions for its browser, Safari, the number of people panicking over the impact on mobile advertising was almost as big as the amount of people queuing for the new iPhone 6s last week. It was also largely unnecessary.
Whilst I can understand the concerns of marketers and publishers who rely heavily on mobile advertising, I also think the impact will be considerably less significant than most are expecting.
Firstly, users have to actively install the software, which only comes with the latest iPhone 6s and 6s Plus models, to make it work. We should also consider the fact that, whilst hugely popular and profitable, Apple’s iPhones still only have a 15% share of the global smartphone market.
Secondly, and perhaps more importantly, the feature only works on mobile web; it currently has nothing to do with in-app ads. With recent research from Nielson and comScore revealing that apps are precisely where 90% of mobile users spend their time, this will surely cause a sigh of relief among marketers. And for those who have not yet explored this avenue, it may well serve as an overdue prompt to consider it.
What is particularly interesting, is the emergence of certain apps that allow users not to simply block all ads, but gain more control over those they do see, such as Israeli app, Shine. This could be the catalyst that spurs the industry to improve the standard of advertising. It could be just what is needed to force marketers into producing ads that are more closely relevant to the audience they are trying to reach.
Poor quality ads are arguably even more annoying on a mobile device than they are on a desktop. As well as slowing pages down, screens are smaller and internet data may be limited. In our quest to improve the quality of mobile advertising then, I think we also need to prioritise ads that load faster and are less intrusive. It’s an outcome that suits both marketers and consumers.
Ultimately, we need to remember that millions of people are already blocking ads on their desktop browsers; we work in a notoriously fast paced industry that requires us to adapt accordingly. Although there will be those who feel the effect of ad blockers, in the short term at least, I also think the opportunities this unlocks will far outweigh the negatives.
By Charlie Couch, Digital Marketing Manager at loveit coverit.
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