The rise in ad blocking will drive even more innovation with this ad format, delivering yet higher audience engagement and ROI. Native advertising ticks all the boxes when it comes to improved ad recall, higher purchase intent and increased brand favorability. Yahoo native ads are contextually relevant, non-interruptive and work across devices, making it a very effective way of engaging with the user. We pride ourselves on providing an optimum user experience, with native advertising as opposed to more intrusive formats. We believe that ads can be part of an exciting, immersive experience. It is a compelling opportunity for the industry to set standards for this young format, based on user preferences, giving people less reason to block ads in the first place.Īt Yahoo, the user lies at the center of all that we do. The success of native clearly shows that ‘blending in’ is the new standing out in online advertising. With native advertising now offering a wide set of metrics, it has earned the confidence of brands on measures of success. Native advertising has the potential to lessen the impact of ad blocking, given its lower susceptibility to ad blocking software. It could be text or video or image, ranging from in-stream advertising to in-game native formats, and it continues to be effective as long as it adds value to the content experience, and doesn’t disrupt it. The advantage of native is that it lends itself to many different forms - depending on the content in which it is immersed. These qualities make native ads a perfect fit for mobile advertising – as they deliver deeper engagement and less distraction to the user. They flow seamlessly into the context, are well targeted and non-intrusive. The advantage of native is that the ads are far less distracting. Native advertising is fast gaining ground with publishers and brands as the format works very well with mobile screens. As an ecosystem, the shift is towards being more user-centric about online ads by using effective targeting and using more contextual formats such as native advertising. Publishers, platform players and advertisers are aware of this. The rise of ad blocking is, of course, a matter of concern for the industry. What they don’t want is being carpet bombed by ads. This shows that users respond well to ads that are meaningful and of value to them. In a 2014 study that Yahoo conducted along with Mindshare, we found that over 80 per cent of smartphone users in India intentionally click on a mobile advertisement, while 30 per cent of them use mobile devices for pre-purchase research. After all, advertising is also information and if relevant and in-context, then its ‘actionable information’. It is not a question of winning or losing. Most users block ads because they want a better online experience, without distractions – and not because they do not want to see any advertising. How does Yahoo view the war over ad blockers? Who will win?īefore we get into specifics of ad blocking, I think it is important to reflect on why users block ads. spoke to Gurmit Singh, VP & MD, Yahoo India on the impact of ad blockers on the publishing business. Since ads are the primary source of revenue for publishers, especially in markets like India, some have even started blocking access to content for people who those coming in from browsers with ad blockers installed. The rise of ad blocking is a matter of concern for the industry, says YahooĪd blockers on browsers have been forcing publisher across the world to rethink revenue models.
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