Adblocks

Infographie : secretmedia.com etude Page Fair et Adobe http://rue89.nouvelobs.com/2015/02/03/adblock-comment-chevalier-blanc-est-devenu-ranconneur-257477 S’il existe de nombreuses formes d’adblockers, la plupart ont comme rôle de bloquer le chargement et l’affichage de TOUTES les publicités sur le web.

• La croissance des adblocks

20% des pubs bloquées

• Sur quels navigateurs fonctionnent-ils ?

Chrome - firefox - IE - Safari - Maxthon - Yandew - Ios - Android

• Quels formats sont bloqués ?

bannières native ads sponsored content / links pop up pre roll videos search / publicité texte : non bloqué ! mais aussi... certains widgets self promotion links recommendation widgets (most recommended, our favorites...) sharing links

• Valeurs et éthique des adblocks

from better ads to a market of whitelisted ads

• Destruction de valeur sur les marchés

mise en danger des services gratuits forte perte de valeur pour les modèles free et freemium marché de la publicité vidéo en péril médias indépendants sont dépendant des modèles publicitaires pour survivre

• les anti adblocks

adunblock.com secretmedia.com : techno solution to bypass adblockers page fair : idem   --------------- Infos :

The birth of the ad block project and the shift from "better ad" to "stop ad"

From a historical point of view, "AdBlock" was an open source project created by a community of developers inside the Mozilla project in 2002. The philosophy was to regulate online advertising because it had become too intrusive. Distinct organizations forked from the AdBlock project such as the leader AdBlock Plus – created in 2006 - or other companies (software publishers, security companies, etc).

Noble intentions to build a better web shifted; first because ad blocker actors saw business opportunities: if blocking ads creates a revenue shortfall for publishers, then they become in need for "whitelisting". Secondly, the project became more "hardcore" because the community of developers was galvanized around the intellectual challenge to track all ads, even hidden ones – like mathematicians would be around a complicated equation.

Consequently, ad blockers bloomed to fight against "intrusive ads" by blocking all of them,without offering a counter-proposition to finance web contents.

AdBlock Plus claims to have been downloaded 200 million times. AdBlock reached the limit of the Chrome Store active user meter (10 million), making it impossible to assess the actual number of users.

An extensive study ran by Clarity Ray in 20126revealed that an overall 9,36% of impressions were blocked (in Europe and the US).

A lot can change in two years on the Internet. Analysing Google Trends reveals that the

6 Read the full study : http://clarityray.com/Content/ClarityRay_AdBlockRep ort.pdf

interest for the word "ad block" has been multiplied by 4 between May 2012 and May 2014.

During the beta-testing phase of Secret Media (see more in chapter 6), ads were inserted inside publishers’ webpages and then tracked to check that they were blocked, before inserting unblockable ads instead, using Secret Media’s technology. These tests revealed that an overall 20% of ads are blocked.

Les adblocks, un modèle destructeur de valeur

• pour les médias indépendants, independent medias are at the roots of equal access to knowledge for all. C'est une menace pour les médias dont les revenus dépendent de la publicité.
• pour justifier un service gratuit
• Le marché publicitaire en péril - la vidéo

Recommendations

Repenser les messages publicitaires :

• limiter les formats intrusifs (clics inutiles).
• justifier l'apparition du format auprès de l'internaute (grâce à cette pub ce service est gratuit. cf Spotify).
• créer du contenu engageant, pertinent, original

Cibler l'audience adéquate, renforcer l'intérêt pour le produit / service   secretmedia.com