In part one of this column, Jack Smyth, Cannes Lions Gold winner earlier this year, asserted that what isn't being talked about around adblocking is what happens to people's data when they use adblockers.
My concern is not the rise of adblocking destroying our industry. My concern is that users are being exposed to dangerous tactics and an incomplete narrative about adblockers serving their interests.
Early signs of a backlash against Crystal’s deal with Eyeo are a promising start. As users become more conscious of the opaque dealings behind some the ad-blocking industry heavyweights we will hopefully see the shady tactics subside.
And then what are we left with? If ad-blocking does continue, cleaned up and consumer-focused, how can we adapt?
It’s vital here to retain perspective on the digital media landscape and the changes in play before the ad-blocking hype exploded.
For many publishers social and mobile are driving the consumption of their content and, at this point in time, the blockers are relatively useless if you’re opening a page through a Facebook or Twitter app (as millions of Australians regularly do).
In the video space, although popular blockers already exist, Google wields massive power through YouTube. Denying content to anyone using a blocker is a trump card they could play if the internet giant felt truly threatened.
For brands, consumer behaviour was already shifting towards an app-dominated browsing experience. Whether it’s through mobile, tablet or even smart-TVs, apps are becoming the fundamental building blocks of our digital lives.
Finally, advertising through app networks may be the biggest opportunity of all. Rob Norman, GroupM’s Chief Digital Officer, sees in-app advertising as an answer to media fragmentation.
In the US and UK just 5 apps on average account for 80% of time spent with apps. As consumption coalesces around key apps brands can build scale. Beyond scale brands can sponsor content consumers crave.
The app opportunity is a great example of the need for brands to look beyond display. The ad-blocking scare should prompt us to create digital campaigns that revolve around more than just impressions.