Ad Blocking | Can we bring them back?

Latest studies on ad blocking have been released, with Pagefair reporting that 11% of users globally are now using ad blocking software – equating to a YOY increase of 30%; primarily led by the Asia Pacific region. Closer to home, the IAB has released its latest research, which shows Australia stable YOY at 25% usage. Interestingly, Australians have a low uptake of ad blockers on mobile, with only 4% using ad blocking tech on their device.

Our take

Regardless of device, advertisers & publishers need to push each so as to move beyond ad units that interrupt content consumption. Publishers need to invest further into developing ad units & other communication solutions that are seamless part of the content experience for the user. Advertisers need to support that investment by testing & continuously evaluating, so that together publisher & advertiser come together to add value to the users content experience.

Charisma Bhandari

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.