Why users use adblockers and what publishers can do about it

MK OPINION Almost half of all MK readers use an adblocker. The main reason is that they feel disturbed by online advertising while reading. To prevent this, publishers should avoid certain forms of advertising.MK conducted a survey on the topic of adblockers in June 2016. 46.2 percent of the 67 survey participants stated that they use an adblocker.

The reasons are manifold. 59.5 percent feel disturbed by online advertising when reading a website. 56.8 percent believe that online advertising is too intrusive. After all, 43.2 percent fear that malware can spread through online advertising - as it is recently on the popular news portal 20minuten.ch happened. Slightly more than a third (35.1 percent) use adblockers because online advertising slows down Internet surfing.Only a few adblock users, on the other hand, are bothered by the fact that online advertising does not match the website, misuses private data (20 percent each), is not clearly labeled (24.3 percent) or tempts them to buy products (5.4 percent).

What can online media do to ensure that fewer users use adblockers? The most important point for the respondents is to avoid pop-ups (63.3 percent). In addition, advertising should be used in line with the content and oversized image advertising should be avoided (41.7 percent each). Sound and video advertising also meets with little approval (36.7 percent). Portals such as 20minuten.ch and nzz.ch rely on the placement of notices to switch off adblockers in the fight against them. However, only 31.7 percent of respondents believe that this is an effective measure. Some publishers, such as Bild.de, even block editorial content for adblocker users. However, only 26.7 percent of respondents think that this is a good idea.The results can be here can be downloaded as an infographic in PDF format.

Comments: How should online advertising be used so that it doesn't interfere?

"Subject-affinity, professional, emotional, value."Staubli Hubert, Avista Films"Use only customized online advertising by analyzing user behavior (behavioral targeting)."Traber-Burkhardt Nadine, Natcon Nadine Traber-Burkhardt"Ideally, just a small reference to the ad, which can then be accessed in full if there is sufficient interest."Zurflüh Fredy, cce-partner"It has to fit the user, the page and the content, or at least not lead to a conflict of content."Schlumpf Michael, Paul Forrer AG"Online advertising must not distract from the content and should be thematically appropriate either to the content or to the user's personal preferences. In this respect, Google's DoubleClick should be seen as a great opportunity for publishers."Schmuki Fabio"It must fit the environment/topic of the page. It must be easy to click away and must not interfere with the operation of the page being accessed."Hübscher Sara, Hug Retail AG"Actually, for me personally, advertising is undesirable on the Internet. A better and more targeted, user-friendly keywording would be ideal."Tschanz Michael"It must be very discreet. Certainly no autostart of videos and especially sound!"Miller Charly"For example, I'm very annoyed by online ads in the video area that play music or the like without warning. I also find oversized placements that "wrap" the entire content inappropriate."Eugster Beni, Flashlight Event- und Mediatechnik AG"In principle, I have nothing against ads on websites. However, they must not get in the way of the website's content. Pop-ups or ads that cover the entire screen until you click them away immediately lead me to Adblock."Suhner Timon, Plumor AG"It has to provide me with value (entertainment, information, not bait-and-switch advertising)."Fritz Reust"For online advertising to be non-disruptive, it must be: 1. relevant, 2. innovative, 3. different, and ideally able to tell a short story."Buss Janina"It needs to be informative and user-centric."Weber Hans, Peter Weber Consulting GmbH, Lucerne"No pop-ups and short and sweet!"Marc Vollenweider"Since the beginnings of professional communication for products or services, companies have courted the favor of buyers. The verb "to advertise" also means to make an effort for something or someone, to emotionalize someone, to win someone over for something and to inspire them. This basically rules out mindless visual shouting with the ductus "buy me now". Those who relearn this lesson and act on it will not be disruptive with their communications."Kabke-Sommer Thomas, Kontor Digital Media"Online advertising doesn't interfere if it's integrated in a technically clean way, doesn't take up too much of the visible area, and the placement of the ad space fits into the look and feel of the website."Herb Michael, Ex Libris AG"It, like any other good advertising, must be intelligent. The content/message is relevant, not the form."Lehmann Andy, Andy Lehmann Zurich"Discreet and unobtrusive. Advertising must be able to be clicked away and not only after 30 seconds."Koch Jörg, first frame networkers ag"Decent and interesting to me"Rava Erich, 5thSense-Communications"Online advertising is an essential advertising channel in today's world. However, in addition to discussing the advertising medium, advertising campaigns should also be reconsidered."Lehmann Luiz"Links to the topic are enough, anything else is counterproductive."Stebler Werner"Subtle! Less is more. Annoying is when a page must load forever until it is completely displayed, because too many advertising banners with partly videos are loaded."Diezi Daniel, Diezi Communication"It should satisfy a need of the appropriate user group, then it will be accepted."Tondeur Noé, tondeur consult_____________________Read more about adblockers and measures taken by Swiss online portals in the upcoming issue of Marketing & Communication 06/07 2016. Subscribe now!_____________________Author: Simon Wolanin