MERCADEO Versión en español
Randall Rothenberg from IAB: When a consumer installs an ad-blocker an alarm turns on for brands and audiences
Manuela Walfenzao| 22 de septiembre de 2015
Rothenberg: Estamos maltratando a nuestro activo más valioso, nuestros consumidores
The CEO and President of the Interactive Advertising Bureau (IAB), Randall Rothenberg, spoke about the potential threat that ad-blocking represents for the advertising industry. “To combat it effectively, it’s essential to distinguish ad blocking’s sources — and their significance” he explained. “Disruption is not uncommon in this disruptive business. But we have to disrupt the disruptors- by identifying them as the profiteers they are, and by giving consumers the internet they deserve”.For Rothenberg, each time a consumer installs an ad-blocker, an alarm turns on for brands and audiences. “Consumers don´t know that without advertising, digital content and services either will vanish, or the cost for their production and distribution will come directly from consumers’ wallets” he argued. According to a study by the IAB, some websites have lost up to 40% of their ad revenue because of adblocking. 89% of respondents who have installed ad-blocking technology reported using ad blockers to improve their experience. For those interviewed, the most invasive ads are videos on autoplay, those that take up the entire screen and the ones that blink. T”hese findings should be an alarm to everyone in media and marketing. We are mistreating our most valuable asset: our consumers. We can talk all we want about suing blockers or the value of the ad. But until we make a commitment to try to improve user experience, advertisers and the media are at risk”.
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