Adblockers could threaten free content on the internet
A growing number of Internet users are effectively blocking banner ads with ad blockers. This is resulting in billions in lost advertising revenue. A new Apple operating system could exacerbate the problem in Switzerland.
198 million Internet users already use ad blockers on a regular basis. This is causing 21.8 billion dollars in lost revenue worldwide this year. According to a study by Adobe and Pagefair, this figure is set to rise to 41.4 billion next year, as the NZZ am Sonntag writes.
In Germany, one in four internet users apparently already uses adblockers to eliminate advertising. In Switzerland, which is not mentioned by name in the study, the figures are likely to be lower. Tobias Zehnder, co-founder of Webrepublic, estimates this figure at around 10 percent in an interview with NZZ am Sonntag.
New Apple operating system exacerbates the problem
From this fall, the popularity of ad blockers in Switzerland could increase rapidly. Apple will allow ad blocking programs for its popular Safari browser for the first time in its new iOS9 operating system. It is likely that only the browser will be given the function to suppress advertising under iOS9. "Apps from Facebook, Twitter or newspapers are not affected," says Zehnder. Nevertheless, it is clear to him: "If the use of ad blockers were to increase exponentially, free offers on the internet would soon be a thing of the past."
Lehmann convinced of consumer interest in advertising
According to NZZ am Sonntag, the advertising industry is still relaxed. "I don't believe that ad blockers will prevail in the long term because they have an all-or-nothing effect," media consultant Andy Lehmann is quoted as saying in the article. "Most consumers are definitely interested in good campaigns or attractive offers."
Only good advertising can slow down adblockers
According to the article, omnipresent and annoying advertising is also a question of price. "The contact price for 1000 people is CHF 5 to 30. On television or in print, it is 60 to 140 francs," Zehnder is quoted as saying. Because it costs so little to advertise on the Internet, many people opt for quantity rather than quality. Zehnder is therefore calling for "a rethink among companies that advertise on the Internet and among companies that offer such advertising platforms." Only if the price and willingness to pay for quality reach increases and agencies receive more money for strategy and implementation will Internet advertising become less disruptive. (NZZ am Sonntag/sis)
Survey (column on the right): Do you use an adblocker?
