Listen In: Why Has Ad Blocking Gone Mainstream? - eMarketer
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Listen In: Why Has Ad Blocking Gone Mainstream?

July 11, 2016 | Video | Social Media | Advertising

In the latest episode of “Behind the Numbers,” we dig into ad blocking—how many people in the US are using ad blocking software, how much the activity is likely to grow and what it means for publishers and advertisers.

What’s behind the recent increases in ad blocking? eMarketer analyst Lauren Fisher cites a mix of factors, from consumer concerns about privacy to advertisers and publishers cramming too many ads and too much code into individual pages. But another factor is simply that the public has become more aware of ad blocking. “Ad blocking gained a lot of notoriety last year,” she said. And that led users to try it out themselves.

Meanwhile, she said, new ad blocking tools have come to market to take advantage of expanding consumer interest in them, feeding further gains.

In part two of the podcast (starts at 17:05), analyst Debra Aho Williamson joins hosts Bryan Yeager and Marcus Johnson to discuss the rise of video on social platforms.

US Ad Blocking Users and Penetration, 2014-2017

The increasing prevalence of video and video advertising on social platforms reflects a mix of audience growth, platform capabilities, and shifting viewing habits. “What's going on here is that some social platforms have an amazing combination of great targeting and broad reach,” said Williamson, who recently wrote a report on the rapid rise of video ad spending on social platforms (eMarketer Pro customers only). “Especially Facebook. That’sthe gold standard.”

She also noted that consumers are spending more and more time on social. In addition, measurement tools have improved sharply—an area where TV has failed to keep up, she said.

Want to make sure you never miss an episode? Subscribe to "Behind the Numbers" on iTunes.

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