[OPLIN 4cast] OPLIN 4cast #503: Ad wars

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OPLIN 4cast #503: Ad wars
August 17th, 2016

[image: Block ads button on keyboard] Last week we all saw the news
<http://www.nytimes.com/2016/08/10/technology/facebook-blocks-ad-blockers-but-it-strives-to-make-pop-ups-more-relevant.html>
that Facebook was disabling ad blocking software for people who use
Facebook on their desktop. A few days later came the news
<http://www.theverge.com/2016/8/11/12439990/facebook-unblockable-ads-defeated-by-adblock-plus>
that AdblockPlus had changed their software to bypass Facebook’s disabling
measures. And then within hours came more news
<https://techcrunch.com/2016/08/11/friendblock/> that Facebook had blocked
AdBlock’s workaround. All of this angst over ads is a reminder that almost
nothing is free on the internet. You either pay information publishers
directly, or pay them indirectly by being exposed to advertising from the
companies who are paying the publishers.
- The arms race in ad-block land
<http://www.mediapost.com/publications/article/282543/the-arms-race-in-ad-block-land.html>
(Online Spin | Maarten Albarda)  “It is not a ‘winnable war,’ since
engineers on both sides are clearly capable of outdoing each other turn by
turn. It is also not a solution consumers will appreciate. Those who want
an ad blocker will be annoyed by a product that does not deliver ad
blocking, and will blame Facebook for its perceived ignorance of users’
needs. And the ad industry (marketers, agencies, media platforms) will
lose, since they will never know if today is a day that ads are served or
not served, depending on who has the winning patch that day.”
- Most ad-blocker users concerned with intrusiveness of ads, YouGov survey
reveals
<https://mumbrella.com.au/most-ad-block-users-concerned-with-intrusiveness-of-ads-according-to-survey-387442>
(Mumbrella | Miranda Ward)  “The YouGov poll, which quizzed a [Australia]
national sample of 1,000 people, discovered that 58% of the respondents
have installed an ad-blocker on a personal device while 39% have installed
one on their work device. Of the respondents polled, the group with an
ad-blocker installed cited intrusiveness of ads as the main reason for
installing an ad-blocker while 62% said they were concerned about malware
coming through an ad, and just over half said ads increased the loading
time of pages.”
- IAB: Two-thirds of ad block users are open to turning off software
<http://adage.com/article/digital/iab-thirds-ad-blockers-open-turning/305173/>
(Ad Age | George Slefo)  “The IAB [Interactive Advertising Bureau] says
that respondents would be more likely to turn off ad blockers should
publishers adopt its LEAN principles for ads: Light, Encrypted, Ad choice
supported and Non-invasive. According to the IAB, men aged 18-34 are the
most likely group to run ad blockers on desktop, but also the group most
inclined to turn off blocking if a site adheres to LEAN principles.”
- Publishers plan to boost mobile investments despite ad blocker woes
<https://www.wirelessweek.com/data-focus/2016/08/publishers-plan-boost-mobile-investments-despite-ad-blocker-woes>
(Wireless Week | Diana Goovaerts)  “According to AOL’s 2016 Publisher
Outlook
<http://www.aolplatforms.com/blog/2016-publisher-outlook-monetizing-age-mobile-video>,
75 percent of publishers are looking to bump up their mobile investment in
the coming year, with nearly half planning to increase spending by up to 25
percent and more than 10 percent expecting to boost spending by 50 percent
to 100 percent. The anticipated rise in spending comes despite publishers’
ongoing battle with ad blockers, which nearly half of publishers said was
their main challenge in mobile advertising.”

*Articles from Ohio Web Library <http://ohioweblibrary.org>:*

   - Do you recognize its brand? The effectiveness of online in-stream
   video advertisements.
   <http://search.ebscohost.com.proxy.oplin.org/login.aspx?direct=true&db=buh&AN=103266057>
   (*Journal of Advertising*, 2015, p.208-218 | Hao Li and Hui-Yi Lo)
   - Ad blocking killed the video star.
   <http://search.ebscohost.com.proxy.oplin.org/login.aspx?direct=true&db=f5h&AN=113047301>
   (*Marketing Week*, 2/18/2016, p.27-29 | Mindi Chahal)
   - Thin slice impressions: How advertising evaluation depends on exposure
   duration.
   <http://search.ebscohost.com.proxy.oplin.org/login.aspx?direct=true&db=buh&AN=117272538>
   (*Journal of Marketing Research*, Aug.2016, p.563-579 | Millie Elsen,
   Rik Pieters and Michel Wedel)

------------------------------
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