iOS9: The kiss of death for mobile advertising?
The face of mobile advertising is set to change forever, with Apple’s incoming iOS update primed to include support for "Content Blocking" extensions.
The face of mobile advertising is set to change forever, with Apple’s incoming iOS update primed to include support for "Content Blocking" extensions.
The face of mobile advertising is set to change forever, with Apple’s incoming iOS update primed to include support for “Content Blocking” extensions.
According to Apple, the functionality can be used to block “cookies, images, resources, pop-ups, and other content.”
That means users will be able to install an ad-blocker in the App Store just like you can install ad-blocking extensions in Safari on your Mac.
Apple’s update would transfer the popular desktop functionality onto its range of products, posing a significant shift in the way advertisers tackle mobile – with iOS devices dominating mobile usage in the UK and US.
Blocking ads means users are depriving publishers and other free web services of revenue they use to keep the lights on, so could potentially see drastic changes to the way the online world operates.
Google is but one example primed to suffer, according to the New York Times. A recent Goldman Sachs estimate found that 75% of Google’s mobile search ad revenue comes from ads viewed on iOS devices.
“Consumers have shown that they only want ads and extensions they really are interested in and not sent to them out of context,” says Creative Strategies analyst Tim Bajarin.
“They play a role in the overall tech ecosystem so Apple needs to make it easy for people to opt in or opt out.Apple is mainly responding to the demands of consumers who only want things they really care about.”
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I see this as a good thing. Brands need to become more intelligent with native advertising and content driven approaches. A lot of mobile pop ups don’t work properly, with the X button to close them often too small or unresponsive, meaning frustrated clicking. The option to opt out should ensure the marketing landscape moves in the right direction for mobile.