How Mobile Ad-Blocking Will Change Your Campaigns

 

Times are changing drastically for the Internet marketing community. Pay close attention to the evolution, so that the SEO strategies your Los Angeles company employs aren’t futile. An SEO agency in Los Angeles can help your business stay ahead of the curve. After all, it may be difficult or even confusing to keep up with the latest trends.

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One trend we’re seeing emerge is mobile ad-blocking. The prominence of this trend is impacting ad spend in a number of ways. We now know that mobile users make up majority of Internet users, so if your mobile ads are being blocked, this will translate to much lower conversions. It’s important to analyze this trend to see how it will affect your PPC and digital marketing campaigns.

First, let’s look at how the mobile scene is changing. Apple’s iOS 9 operating system is planning to integrate a feature called “Content Blockers”, which will block all mobile ads on Safari. This new operating system just released in September of 2015. We’re seeing the same thing with Android. Eyeo, the creator of AdBlock Plus, is releasing a browser app for Apple and Android devices. This is pretty much an alternative Web browser that stops pop-ups before they load. Google is also taking measures against pop-up ads by demoting sites that use them.

The catch here is that only browser ads are affected by ad-blockers. This doesn’t include native ads, such as those found on Facebook, Candy Crush and various Apple News apps. About 68 percent of mobile ad spend is on native ads, aka non-browser apps. That’s because marketers know mobile users are spending majority of their time on non-browser apps. Savvy SEO companies in Los Angeles are already targeting mobile users using native apps.

Numbers tell us a lot about how much of an effect this will have on ad spend. In 2014, iOS had an 11.9 percent share of the global mobile market. That translates to 41 percent of the American mobile market. As of right now, Apple iOS 9 has been installed on over half of its devices. If you do the math, more than half of 40 percent equates to a little over 20 percent. So if 68 percent of mobile ad spend is on native ads and 5.6 percent is in emails and SMS, then the remaining 26 percent is on browser ads. That 26 percent is being wasted on over 20 percent of mobile users, which translates to a 5.2 percent loss in ad revenue (if everyone was using iOS 9 and its content-blocking feature).

It’s time to reevaluate your PPC campaigns. You can connect with an SEO agency to help keep your Los Angeles mobile ad campaigns remain profitable.

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