The Web is changing. More and more users install software to avoid being bombarded by banner and pop-up , and the sites are gearing up to get around, in turn, the blockade imposed by users.
All, browsing online, we stumbled on banner ads and pop ups. Often these are Google ads , very well targettizati. But sometimes, for some reason, it seems that those who wish to propose banner products and services very far from our interests : viagra for young mothers, suv expensive and polluting while we are on sites of green economy and so on.
For this reason they are born ad-blocking software. According to a recent study, they went lost 22 billion dollars of ad revenue linked these banners precisely because of these software blocking them. It ‘also true that only 15% of users Use them installed, but the situation for companies (even those that deal with the computer Web site management) could get worse. Suffice it to say that Apple provides them as part of the next update of Safari.
“The technology disturbs technology” , according to Michael Wolff, which USA Today correctly points out that it is an issue that involves everyone from Google to the producers of these software (especially in Europe), up who was not able to make the ads engaging enough that they do not perceive as a nuisance. The industry of the creators of ads, in the long run, will understand that must make them less invasive, simpler and more transparent on the way they treat our data. In this sense, the software blocking them will serve as a stimulus to improve.
But how do you create a to creating engagement and not trouble? One idea would be to draw inspiration from the press, especially from fashion advertising, which are always full of color, fresh, real works of art sometimes.
Some websites meanwhile, are struggling against such blockers alone . The Washington Post is experiencing a pop up that prevents the reader to see the contents until he signs up for a newsletter. Basically, sites, aware of such blockers, are now sending direct messages just to users who have chosen to block that content . In this way, however, it triggers a continuation of the mechanism, since the user is aware of the sites that have recognized the block and is found, in fact, with another message annoying. The game is open.
Anna Tita Gallo
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