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Re: When to start to block the ad blockers?

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Subject:  Re: When to start to block the ad blockers?
Author:   Alex Chudnovsky:   view profile | all posts by this author | add to favourites
Date:   13:01:01 17 June 2004
 
On 12:27:11 17 June 2004 John Wards wrote:
>But blocking adverts that are not relevant to you is a
>hard job, your happy with AdWords because they show
>related ads but do they all the time?

I think they show relevant stuff most of time, or users dont click on them
which would force those irrelevant (as measured by perception of users)
to drop. This is a nice self-managing model.

>You do get adverts for Cars, football boots, beer. Not
>really relevant to the content you have been watching.

This is true - but its also true that TV ads nowadays are more
of a branding exercise rather than sales one - people
switch off but might remember some funny ad that related to
company X.

>Why should publishers online only take adverts that are
>relevant to the content like adwords provide should they
>not be relevant to the general user base?

Well, if its not relevant then in my view its useless - waste
of money for advertiser in the first place as a tactical issue,
and strategically worse standing towards on ALL ads (even relevant)
for the publisher.

>My user profiling tells me that my users are mostly males
>with 30k+ they are interested in cars, dating, shopping
>online, betting. Just the type of advert I show.

These categories are too general - I like _SPECIFIC_ cars, not
all cars - ie I am not big fanatic of ANYTHING related to cars, but
specific models will ring bell in my head very nicely.

This is why I think that Google's AdSense got a better chance in it -
they have a chance to achieve much finer granularity. Just wait till
it is possible to pass user preferences to AdSense so they could track
and provide relevant experience across all sites that use AdSense.

>Users are not blocking adverts because they are not
>relevant to them they are blocking adverts because they
>annoy them, for this I lay the blame at the door of the
>agencies.

I agree - problem of relevancy is instrumental to agency's behaviour -
their previous irrelevant ads stopped getting clicks, so they go for
annoying factor instead of trying to fix the relevancy issue, which is
of course is not easy to do for them!

>Unless you have a better suggestion I am stuck with
>adverts for now.

Well I think your business is doomed and you are better off selling
me 99% stake for £10, and I will show you true potential of it - you
will still keep 1% to benefit from my wisdom ;-)

regards,

Alex
 
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  • When to start to block the ad blockers?, John Wards, 16 Jun 15:00
    I've been thinking about ad blockers for some time now, and an article on Clickz has inspired me to post. (http://www.clickz.com/experts/media/agency_strat/article.php/3367661) ...
    • RE: When to start to block the ad blockers?, Ashley , 16 Jun 15:43
      Yes, this is a growing concern for many. In particular the affilate community whose merchants' ads are getting surpressed are concerned as this is the only way they make their mone ...
      • RE: When to start to block the ad blockers?, John Wards, 16 Jun 16:06
        I would doubt that our users would pay for the content we have as its really just a fan blog with content they get else where. My site is only ever going to make money from adve ...
        • Floating overlays - the new pop-up, chrisl , 17 Jun 11:00
          I guess the key is to make more money out of your page estate, not by necessarily selling more ads or selling out by accepting dodgy formats, but by segmenting users to provide imp ...
          • Floating overlays - the new pop-up, John Wards, 17 Jun 11:10
            My user do hate overlays I know this for a fact. I am not despearte for revenue but I find it hard to turn down £20-30 CPM. I set guidlines before I accept overlays. 1) On ...
    • Re: When to start to block the ad blockers?, Alex Chudnovsky, 17 Jun 10:25
      On 15:00:08 16 June 2004 John Wards wrote: > I have yet to come up with a workable solution to block users I think you may find that fighting with your own users will not be s ...
      • Re: When to start to block the ad blockers?, John Wards, 17 Jun 11:01
        I lay the blame for ad blockers at the door of overlays to behonest. They annoy the hell out of users and that is the root cause of blocking. Ad blockers like Norton block ad ...
        • Re: When to start to block the ad blockers?, Alex Chudnovsky, 17 Jun 11:13
          On 11:01:43 17 June 2004 John Wards wrote: >They annoy the hell out of users and that is the root cause of blocking. I agree. >Ad blockers like Norton block adwords (I thin ...
          • Re: When to start to block the ad blockers?, John Wards, 17 Jun 11:24
            > >Indeed you do pay for that, just like stores on High >Street pay rent, and I have >not seen them telling customers to look at wares in a >specific way (by reading ads), >I ...
            • Re: When to start to block the ad blockers?, Alex Chudnovsky, 17 Jun 12:05
              On 11:24:16 17 June 2004 John Wards wrote: >Ah but you can not really avoid walking down a high street >with out looking at a shop window even if your really try >as if your ey ...
              • Re: When to start to block the ad blockers?, John Wards, 17 Jun 12:27
                I'm with you I don't want to annoy my users with overlays and pop-ups. But blocking adverts that are not relevant to you is a hard job, your happy with AdWords because they show ...
                • Re: When to start to block the ad blockers?, Alex Chudnovsky, 17 Jun 13:01
                  On 12:27:11 17 June 2004 John Wards wrote: >But blocking adverts that are not relevant to you is a >hard job, your happy with AdWords because they show >related ads but do they ...
                  • Re: When to start to block the ad blockers?, John Wards, 17 Jun 13:44
                    >This is true - but its also true that TV ads nowadays are >more >of a branding exercise rather than sales one - people >switch off but might remember some funny ad that related ...
                    • Re: When to start to block the ad blockers?, Alex Chudnovsky, 17 Jun 13:53
                      On 13:44:43 17 June 2004 John Wards wrote: >Why can this not be true for online? See my other post which covers this topic :-) Because online is not the same as TV or newspape ...
                      • Re: When to start to block the ad blockers?, John Wards, 17 Jun 14:12
                        I would love to get figures from advertisers on ROI but I never do. All I know is if they rebook it must be working. For example last year a betting company advertised with us f ...
                        • Re: When to start to block the ad blockers?, Alex Chudnovsky, 17 Jun 15:05
                          On 14:12:03 17 June 2004 John Wards wrote: >I would love to get figures from advertisers on ROI but I >never do. All I know is if they rebook it must be working. Just because ...
                          • Re: When to start to block the ad blockers?, John Wards, 17 Jun 15:20
                            I know that this betting company looked at sign-ups and betting turn over before deciding on what sites to rebook with. We're now with a new agency who have yet to get a deal wi ...
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