Naslov
The influence of ad blockers on the online advertising industry

Autori
Ivanjko, Tomislav ; Bezjak, Tanja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
INFuture2017: integrating ICT in society: proceedings / Atanassova, Iana ; Zaghouani, Wajdi ; Kragić, Bruno ; Aas, Kuldar ; Stančić, Hrvoje ; Seljan, Sanja - Zagreb : Odsjek za informacijske i komunikacijske znanosti Filozofskog fakulteta Sveučilišta u Zagrebu, 2017, 291-299

Skup
6th International Conference The Future of Information Sciences INFuture2017: Integrating ICT in Society

Mjesto i datum
Zagreb, Hrvatska, 08.11.2017. - 10.11.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
online advertising, ad blocking, user experience, banner, ad

Sažetak
Online advertising developed in 1994 as a means of financing website content production, but a constantly decreasing number of ad impressions and a significant rise in ad blocker users have incurred the loss of 30% of total industry revenue in 2015. However, studies reveal that two-thirds of current ad blocker users would to be willing to turn their blockers off should overall user experience be improved. As marketers continue debating whether the ad block revolution will finish online advertising, this paper presents an alternate viewpoint. It suggests that the rise of the ad block has been beneficial to the industry, because exposing the weaknesses of the current advertising model and the reasons for blocker popularization prompts the damaged model to change. It gathers best practices in dvertising and recommendations for creating ads which do not need to be blocked.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA