Blocked Ads for Impressions? Do They Matter?


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Adblock Plus (ABP) is one of most popular browser apps on the Internet. It blocks almost any advertisement that the Internet can serve, even those from YouTube, Facebook and Google.

Internet users have an ad-free browsing experience. Marketers could lose their time and money.

Blocked ads count towards both pay-per-click (PPC) and pay-per-view (PPV), at least according to data.

Blocked ads: What are the implications?

Ad blocking may not seem like an issue at first. These ads make the Internet cleaner and more appealing to people who aren’t interested in your ads. You’re refining your target audience, and focusing it more.

Ad blocking tools are more than annoying.

Page Fair 2017 Adblock Report From Page Fair

While they may be able to reduce wasted impressions, some advertising agencies still count blocked ads against your total impressions. Even though you pay per click, the conversion rate of your ads is still low.

A campaign may receive 1,000,000 impressions, but how many people actually saw the message? This question is one that advertisers are struggling to solve today.

Why do people use ad blockers?

Ad Blockers can be used to prevent people from being distracted by unwanted ads. 

Worldwide, there are approximately 3.2 million Internet users. This means that approximately 11% of Internet users block ads.

Ad blocking software can block ads from some of the biggest ad networks around the world, such as YouTube, Facebook, and Google AdWords. You will lose 11% if you do this, assuming all other factors are equal.

You could be paying up 11% more to view and impression-based ads

Although this may seem like a small amount for a single campaign it can add up over time. 

This is an extremely serious problem. Some agencies have started to innovate.

Advertisers have noticed a shift in the way they advertise as a result of ad blocking.

Google is a leader in advertising, especially PPC.

It is not surprising that Google took the first steps in eliminating ad blocking issues. The Google Display Network doesn’t charge per impression.

This safety feature is also available in Google AdWords. This safety feature is available to all PPC providers. They will still track users who use ad blocking software, but only for the impression.

Ad blocking devices will reduce your conversion rate.

But the real question is: Will other ad agencies or social media outlets follow Google’s lead? Or, will they charge per impression.

Advertising companies still make money as though this has never happened.

The issue has not progressed much since publication. There is still a lot of potential to misrepresent impressions, blocked ads and other issues.

Other advertising platforms like Facebook and Twitter may start charging for metrics over time instead of impressions.

They should. Advertisers are always paying for impressions. 

The good news

There is some good news about ad blocking.

First of all, there is not one universal ad blocking tool.

Mobile ad blocking does not work for apps. Still, you can see results with app-based displays ads.

Ad blocking tools remain not very popular among Internet users. 

Kobe Digital offers full-services Internet marketing agencies.

Kobe Digital is familiar with ad blocking, and the risks they present for advertisers like yourself.

We offer many services, including SEO and Content Marketing. Despite the fact that 11% of Internet users use ad blocking software, our clients still see results.

Contact us today to get started with your next marketing campaign

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.