MERCADEO Versión en español
TV networks confront online ad blockers
Manuela Walfenzao| 31 de agosto de 2015
Joe Marchese, presidente de Productos de Publicidad Avanzados de Fox Networks Group
The increase of online ad blocking has been one of advertisers and web editors main concerns. Currently, TV networks are having to confront the technology that eliminates commercials from their online video channels. Consumers may install the AdBlock software in their browsers and eliminate all the advertising on the shows aired by NBC.com, ABC.com and fox.com.There is no clear indicator that shows just how much advertising is eliminated from those websites with that software, but the threat is so big that TV networks are doing their own research on this and planning on taking preventive measures. Although this is a problem that affects the entire industry, each network has used different strategies to face it. CBS Interactive began blocking users of the software in 2013. An ad appears on the screen which says: “This video is unavailable because we were unable to load a message from our sponsor. If you are using ad-blocking software, please disable it and reload the page in order to watch the content.”Fox is not trying to prevent ad blocking per se, but is exploring ways to serve marketers in spite of it.We are evaluating what we want our response to be. But before we say no, you can’t watch a show, we want to be able to provide viable options” said Joe Marchese, President of Fox Networks Group Advanced Ad Products. His main bet is to experiment with new ad formats that might be better accepted by consumers.
