Subscribe

No need to fear Safari ad block

Lauren Kate Rawlins
By Lauren Kate Rawlins, ITWeb digital and innovation contributor.
Johannesburg, 02 Jul 2015
The new iOS.9 will allow users to install an ad blocking service on their iPhones.
The new iOS.9 will allow users to install an ad blocking service on their iPhones.

Apple will support content-blocking software with its next iOS update, allowing users to block adverts on sites while using the Safari browser.

However, analysts say this will not have an immediate negative effect on South African publishers that rely on mobile advertising revenue.

A section in the iOS.9 developers' documentation, entitled content blocking Safari extensions, detailed how users will be able to go to the App Store and download an extension to block adverts on Web sites.

Ad blocking software is not an original Apple idea. A study by the Internet Advertising Bureau (IAB) UK found 15% of all Britons are using an ad blocking service. The research showed it is most common among those aged 18 to 24. A large percentage, 73%, said they choose to block adverts because they interrupt their browsing experience, and 54% said the adverts slow down Web browsing. Only 31% cited concerns about ad targeting.

"When it comes to a free and ad-free Internet, a lot of consumers want to have their cake and eat it," says Guy Phillipson, CEO of the IAB UK. "However, those unaware most online services are free - or cost very little - because sites make money from showing visitors ads, could be in for a shock if Web sites start charging for access because ad blocking reduces their revenue from advertising.

"The bottom line is if the Web didn't have ads, most sites could only exist by charging subscriptions."

"I think the percentage of people using an ad blocking service in South Africa is a lot lower than Britain. Typically the 'techies' have more of an interest and the general population is not really aware of its existence," says Arthur Goldstuck, MD of World Wide Worx.

Users will still have to download the extension; it will not be automatically added. Goldstuck doubts many South Africans will rush to do this and most will remain ignorant. "Also, Safari has a very small user base in this country, so the new development will not have much of an impact."

However, a 2014 research paper, by Page Fair, showed there are 144 million active ad block users worldwide, and usage increased by 70% between 2013 and 2014.

"Advertisers and publishers alike face constant challenges and the limitations being created are only forcing them to become more creative in the design and delivery of advertising. With this is mind, the future of advertising online is bright. In fact, it's going to become more exciting and more measurable," says Wayne Wilson, head of Twitter ad ops at Ad Dynamo.

"The fact is we shouldn't be sitting waiting for Apple to change the game. Mobile marketers should be excited about the future and exploring what works and what they can do better. Mobile advertising is not so different to advertising on television - another 'dying media' which has been 'dying' for years now."

"The former may be easier to quantify in terms of interaction, but both can be easily disregarded by consumers," says Geoff Gower, AIS London creative director, in a column.

Share