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Mobile Advertising Prospects Take A Hit
#1
FRIDAY,12 JUNE 2015 The Domains
According to the news from Domain Forum of China on June 12th,Mobile Advertising has been a hot topic for the last couple years, back in April there was an article by Business Insider titled, “Mobile is growing faster than all other ad formats.”

From the article:

Mobile is growing faster than all other digital advertising formats in the US, as advertisers begin allocating dollars to catch the eyes of a growing class of “mobile-first” users.

Historically, there has been a big disparity between the amount of time people actually spend on their smartphones and tablets (significant and growing), and the amount of ad money spent on the medium (still tiny).

But BI Intelligence expects that this gap will narrow substantially, as enthusiasm grows for mobile-optimized ad formats (such as interactive rich media and native ads), as targeting improves, and as more and more advertisers learn how to effectively use the platform.

Read more: http://www.businessinsider.com/mobile-is-growing-faster-than-all-other-ad-formats-2014-10#ixzz3cl2LKfjy


Today there was some rain on the mobile advertising parade. Apple announced Adblocking is coming to the iPhone with iOS 9.


Joshua Benton @jbenton of NiemanLab.org wrote:


Here’s how the developer documentation puts the new change, coming in iOS 9:


The new Safari release brings Content Blocking Safari Extensions to iOS. Content Blocking gives your extensions a fast and efficient way to block cookies, images, resources, pop-ups, and other content.

Your app extension is responsible for supplying a JSON file to Safari. The JSON consists of an array of rules (triggers and actions) for blocking specified content. Safari converts the JSON to bytecode, which it applies efficiently to all resource loads without leaking information about the user’s browsing back to the app extension.

Xcode includes a Content Blocker App Extension template that contains code to send your JSON file to Safari. Just edit the JSON file in the template to provide your own triggers and actions. The sample JSON file below contains triggers and actions that block images on webkit.org.

The best arguments for adblocking are even stronger on mobile than they are on desktop — bandwidth and performance and battery life are all at a premium.

This is worrisome. Publishers already make tiny dollars on mobile, even as their readers have shifted there in huge numbers. To take one example, The New York Times has more than 50 percent of its digital audience on mobile, but generates only 10 percent of its digital advertising revenue there. Most news outlets aren’t even at that low level.

Read the full article on NiemanLab.org – I believe Benton did a good job looking at this move from all aspects.

I think we are going to see a whole lot more paid content and native advertising, there is no way publishers will provide content for free forever. Now a premium will really be placed on quality content, because in the future I believe the good stuff is going to cost a few bucks.
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