Earlier this week, Facebook announced that it would start bypassing adblockers on desktop browsers. It also made a sideswipe at the acceptable ads programme. “Some adblocking companies accept money in exchange for showing ads that they previously blocked – a practice that is at best confusing to people and that reduces the funding needed to support the journalism and other free services that we enjoy on the web,” wrote Andrew Bosworth, the company’s advertising head. Adblock Plus responded to the announcement, saying that Facebook’s decision was “an unfortunate move because it takes a dark path against user choice”.
Facebook’s move sees the social networking giant enter the adblocking debate with a bold first move. How the likes of adblocking plus will respond, only time will tell.
A new piece of research carried out by unlockd, shows that only under half of the consumers considered mobile advertising to be a positive experience, which should be of a concern to advertisers. Personalisation could hold an answer, though… with over 40% of respondents saying they felt the advertising was irrelevant to them. This presents a clear opportunity for brands, advertisers and publishers to serve content in a relevant manner. If only they had the technology to do so… that’s where we come in. 😉
Following on from Unlockd’s findings, our co-founder, John Roberts, wrote a piece a few months ago on the notion of cooperative media and “the process of involving consumers in the co-creation of brand experiences”. You can read some of his other posts here.
If you haven’t had a chance to read Ian Pearman’s (chief executive of AMV BBDO) post on adblocking – you should check it out. Ian makes some really good points about how technology has empowered people and ultimately will put the ‘market’ back into marketing.