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The Ad Blocker Invasion – A threat to digital advertising industry
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
Applicable Functions
- Sales & Marketing
Use Cases
- Fraud Detection
Services
- Data Science Services
The Challenge
Ad Blockers are a significant threat to digital advertising. The use of Ad Blockers by phone and operating system manufacturers, such as Apple's announcement to add an Ad Blocker feature in its new iOS 9, has raised concerns in the Advertising Industry. In July 2016, the client was finalizing its media budgets and needed to ascertain the latest market trends and threats to make an informed decision about advertising. The client sought to understand the potential threat from Ad Blockers across specific geographies and its impact on their advertising.
About The Customer
The client is a leading company in the Devices and Services sector, operating in the Information Technology industry. They are involved in digital advertising and were in the process of finalizing their media budgets in July 2016. The client was concerned about the increasing use of Ad Blockers, especially by phone and operating system manufacturers, and the potential threat it posed to their digital advertising efforts. They sought to understand the impact of Ad Blockers on their advertising across specific geographies and how to effectively deal with this threat.
The Solution
Blueocean Market Intelligence conducted a deep dive on Ad Blockers using secondary research and designed an Early Warning System on the threat, penetration, and security concerns of Ad Blockers. The major regions of study were the US, UK, and Australia. The deliverable included an overview of the Ad Blocker features, including iOS9 ad blocker features, Ad Blocker penetration across geographies, and Ad Blocker usage among different age groups. The report provided a Point of View (POV) to help the client devise media strategies to deal with this form of threat.
Operational Impact
Quantitative Benefit
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