The rise of ad blocking shows it’s time to reorient publishing and advertising around the needs of users rather than those of publishers and advertisers, writes RICHARD CLOGG, Senior Technology Consultant at Acceleration.
Since the rise of mass media, there has been an implicit contract between audiences, brands, and publishers. Publishers invest in producing content, to entertain and inform their readers or viewers, largely paid for by advertising from organisations that wish to influence the audience. That model has undermined by several waves of change since the birth of the web.
It all started when publishers introduced banner ads to monetise their web content, figuring that the digital world would work much the same way as print or broadcast. They soon found that advertisers weren’t willing to pay as much for digital placements as they were for print and broadcast. Brands, meanwhile, were often disappointed in the results they tracked from their digital campaigns.
And end-users, of course, grew to resent digital adverts as they became increasingly intrusive, thanks to roadblocks, pop-ups and pop-unders, self-playing videos, tagging, and other “innovations”. From the user’s point of view, ads slow down their page downloads, track their behaviour and stalk them across the web with unwanted offers for things they Googled earlier in the morning.
Little wonder that the ad-blocking feature in Apple‘s iOS 9 is causing such anguish for the advertising industry – it’s an enormous threat to their revenues in an overtraded market where margins are already thin. As Business Insider’s Paul Berry writes, ad-blocking isn’t just a software feature – it’s a cultural movement.
Meanwhile, Goldman Sachs says that the rise of the social media giants and the backlash against digital advertising will see the ad industry “fundamentally restructured” in the years to come. But given that no one seems particularly happy with the status quo – even the IAB admits the industry has “messed up” – that might not be a completely bad thing.
What might an advertising paradigm for the future look like? It would be focused on user experience first, rather than on automation, efficiencies and data gathering for agencies, brands, networks, and publishers. It would ensure faster loading of content. And rather than steamrolling users with invasive sounds and visuals, it would present them with targeted, interesting experiences that they welcome.
Publishers, brands, and the adtech companies are still shaping the future of advertising. However, the future might include an element of paid subscriptions for users who don’t want to see advertising at all, more use of native advertising as a way of offering experiences that feel natural within the publisher’s environment, and the use of the platforms that the likes of Twitter, Facebook, Apple News, and Medium offer for publishers.
We find it particularly interesting how these new platforms might enable more efficient targeting for advertisers and a better user experience. On the flipside, content producers risk being sidelined as distributors and aggregators such as Facebook, Apple News, Medium and Twitter control the audience and monetize their content.
We’ll also see some interesting innovations around mobile, for example, the advances offered by Google’s Accelerated Mobile Pages project.
Advertising accounts for around 1.5% of the GDP in the United States – a number that has stayed constant even as spending has spread from print to broadcast and then to digital. This is a large industry everywhere in the world. We don’t see the advertising sector disappearing completely as a result of the ‘adblockalypse’, but it is going to change dramatically. There will be new paradigms in consuming and publishing content, possibly enabled by new tools and technologies.
Against this backdrop of change and transition, publishers and brands face the challenge of ensuring that they can target and engage the audience wherever it goes. To succeed, they will need to create digital frameworks that help them to accommodate a shift in how audiences move around and interact with content. An agile but robust architecture and streamlined business processes will help them navigate the changing the landscape.
AppDate: DStv taps Xbox, Hisense for app
DStv Now app expands, FNB gets Snapchat lens, Spotify offers data saver mode, in SEAN BACHER’s apps roundup
DStv Now for Xbox and Hisense
Usage of DStv Now, the online DStv service available free to DStv customers, is increasing rapidly with more than two million plays of live and Catch Up content per week. In addition to using DStv Now to watch TV on tablets and smartphones, an increasing number of DStv customers are also opting to use it as their primary method of getting DStv on additional TVs in the house. This is set to increase with the release of two new big-screen TV apps, one for Xbox gaming consoles (Xbox One, Xbox One S, Xbox One X) and another for Hisense smart TVs (2018 and newer models).
Expect to pay: A free download.
Platform: Any of the Xbox One range of gaming consoles and 2018 or later Hisense smart TVs.
Stockists: Visit the store linked to your Xbox console or HiSense smart TV.
Santam Safety Ideas
Start-up businesses that have a FinTech or InsurTech business venture brewing are called to enter the third annual Santam Safety Ideas competition. Safety solutions or InsurTech ventures that are ready for piloting could win up to R150 000 worth of incubation support and R200 000 in seed funding.
The Safety Ideas competition was launched two years ago in partnership with LaunchLab, Stellenbosch University’s startup incubator that facilitates valuable connections for corporates and startups sourced from the startup ecosystem and partner universities in South Africa. The previous winners are Herman Bester and Anton Swanevelder, co-founders of MyLifeLine – a wearable panic device that won the competition last year; and Ntsako Mgiba and Ntandoyenkosi Shezi, co-founders of Jonga – a cost-effective security system for low income families, which won the competition in 2017.
Entries close on 28 February 2019. For more information on how to enter, visit: www.santam.co.za/safetyideas/
Click here to read about the FNB Snapchat lens, Spotify Free with data saver, and 00:37.
Fortnite fixes hackers’ hole
Epic Games has repaired a vulnerability that exposed Fortnite, the world’s most popular game of the moment, to hackers. The hole, which was left in Epic’s web infrastructure, allowed hackers to target players with email that appeared to come from Epic Games, but would have led them to a phishing site, where their log-in details would have been stolen.
Researchers at cyber security solutions provider Check Point Software alerted Epic to vulnerabilities that could have affected any player of the hugely popular online battle game.
Fortnite has nearly 80 million players worldwide. The game is popular on all gaming platforms, including Android, iOS, PC via Microsoft Windows and consoles such as Xbox One and PlayStation 4. In addition to casual players, Fortnite is used by professional gamers who stream their sessions online, and is popular with e-sports enthusiasts.
If exploited, the vulnerability would have given an attacker full access to a user’s account and their personal information as well as enabling them to purchase virtual in-game currency using the victim’s payment card details. The vulnerability would also have allowed for a massive invasion of privacy, as an attacker could listen to in-game chatter as well as surrounding sounds and conversations within the victim’s home or other location of play.
While Fortnite players had previously been targeted by scams that deceived them into logging into fake websites that promised to generate Fortnite’s ‘V-Buck’ in-game currency, these new vulnerabilities could have been exploited without the player handing over any login details
Click here to read how the Fortnite hack worked
To win a set of three Fortnite Funko Pop Figurines, click here.