MERCADEO Versión en español
Eric Tourtel from Teads: If the demand for ad blockers continues to grow, there will be no advertising
27 de septiembre de 2015
“Our industry is in danger right now”. That is what Eric Tourtel, senior VP for Latin America at Teads, warns regarding the increase in users with ad blockers. In an interview with PRODU, he maintained that if the demand for these blockers continues increasing, advertising will disappear. “If people continue joining ad blockers at this speed, there will be no more advertising. And platforms will not be able to adapt to this”. He adds that those who wish to use advertising blockers should pay for the content they wish to see. “What The Washington Post did: they automatically blocked users who had ad blockers. If they want content, they have to pay. Then, this is what I think everybody would have to do. If there is no advertising, there is no Facebook, no Google, there is no media” he sentenced.Regarding growth in mobile consumption and the low budget that brands allocate in the area, Tourtel explained that advertisers have a hard time changing the way they think and abandoning the comfort of TV. “If you don´t sell mobile, you have no business. At the end of the year we will have much more read in mobile than in desktop”. In his presentation during the FOMLA, the executive explained all the metrics that exist regarding online marketing and their differences with TV, “because before everything used to be very simple: it was a single screen, one way of measuring audience and with online video, absolutely everything changes”.
