Ad blockers and their influence on the video advertising transformation

Advertisers should adapt and produce video creatives that are following user experience and technology development.

You go on a website, it’s loading and suddenly you are being overwhelmed with sounds, videos and advertisement. Naturally, you feel annoyed and install an adblocker on your web browser. This in return leads to less revenue for the publisher, who finances premium sites through advertising. If a premium site does not generate enough revenue, it won’t be for free for the user. This again will force the user to buy or even give up the premium content.


Both parties in this scenario are unsatisfied. Of course, in an age where print media has nearly no demand, publishers depend on online traffic like never before. But should the user give up their freedom and comfort for that?

For too long surfing the internet turned into a chain of popping up advertisement and it took the industry too long to act against this. Yes, online advertising is an industry and it needs its space to work. And yes, to offer free access to premium content, the publisher needs to monetize its inventory with advertisement. But no, the user experience should not suffer this to the extent that his or her web experience turns into a nightmare of spam ads. So how are we supposed to break this never-ending back and forth? Luckily, video advertising has found its way to please both the publisher and the user.

desktop video player

Not using native advertising, but a video content changes the user experience immensely. Instead of showing a pure ad without any frame, the advertisement is embedded in a player which shows video content. This video is not advertising or chosen by any brand – it can be informative, performative, entertaining. The ad is played during this video and does hereby not dominate the player content. A non-advertising content is a more positive experience for the user, not stressing the eyes and not distracting from web surfing. Video advertising is an alternative to native advertising showing a more qualitive performance not only for the advertiser, but also for the publisher.


One of the positive side effects of video advertising is also the sound off. Yes, advertisement or video content with the sound on lays way behind and we should stop wishing for it. Nothing is more disturbing than being on mobile web, scrolling down an article and suddenly sound turns on – while you’re on the overcrowded metro.

Thinking of the user’s experience the sound needs to be off by default. It should be a choice given to the user whether the sound is turned on or not. The new trend is to have subtitles in a video – hereby the user can still watch the content in the player, with the sound off, and not miss the plot or advertisement. The latter example shows how publishers and advertiser are taking the user into account and finding ways of monetizing inventory not at cost of the user’s experience.

These changes in the industry show not only how vibrant the progress in programmatic advertising is, but also how responsive. The increase of the usage of ad blockers has led to changes in the format, which again will be appreciated by the user. If the user experience is not neglected but acknowledged, the next update of the ad blocker will be skipped, which again will make both advertiser and publisher happier.



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