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October 18, 2017
U.S. Publishers: $15.8B Annual Revenue Lost to Ad Blocking
The OnAudience.com study reveals the use of ad blockers continues to rise in the U.S., with 26% of consumers now using them, up from 22% in 2016. OnAudience.com estimates a loss of more than $15.8 billion in publisher revenue, up from nearly $11 billion last year. The U.S. contributes just under $45 billion to the $100 billion global display market. Internationally, the loss of publisher revenue from ad blocking rose to $42 billion -- up from $28 billion in 2016. At the time, the worldwide display market was valued at $84 billion. eMarketer in March 2017 reported a slightly lower number -- with about 28% of U.S. consumer-blocking ads on desktop and laptop, and 11.8% do so on a smartphone. The results from the U.S. reflect a broad increase globally in ad blocking, although consumers in Europe are most likely to block ads, with 32% of internet users in the region using ad-blocker plugins. Poland has the highest rates at 46%, followed by Greece at 44%, Norway at 42%, Germany at 41%, and Denmark at 40%. The UK, the Netherlands, and Ireland all rank at 39%. Internet users in Japan are equally as likely as consumers in the U.S. to block ads, at 26%, but the lowest rates were found in Latin America. Paraguay recorded the least ad-blocked page views at 5%, while Peru and Venezuela scored the second- and third-lowest ad-blocking rates globally at 13% and 10%, respectively. Maciej Sawa, chief commercial officer at OnAudience.com, does not believe enough is being done to resolve the issue for the industry. The report also analyzes the impact of ad-blocking on the e-commerce industry, revealing that more than $600 billion -- in a market worth $2 billion -- is generated globally by users with ad blockers installed. Copyright 2017 MediaPost Communications. All rights reserved. From https://www.mediapost.com.
By Laurie Sullivan. |
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