Adobe and PageFair moan about adblocking

StoneWall-1Ad-blocking will lead to almost $22 billion of lost advertising revenue this year, according to a  report put together by Adobe and PageFair.

For those who came in late, PageFair is a Dublin-based start-up that helps companies and advertisers recoup some of this lost revenue.

If the pair’s figures are right, then the use of adblocking software has increased by 41 percent during the last year. Levels of ad-blocking activity now top more than a third of all internet users in some countries, particularly in Europe, the report said.

Gaming, social network and other tech-related websites were most affected by ad-blocking software, the report added.

While companies spend billions of dollars each year on these internet marketing efforts, analysts say people often overlook them while looking at online content.

Campbell Foster, director of product marketing at Adobe, said that what was causing grave concern for broadcasters and advertisers is video advertising, which is some of their most valuable content, is starting to be blocked. Whoopee, Campbell.

Almost 200 million people worldwide now regularly use ad-blocking software, the report said. About 45 million of them are in the United States, with almost 15 percent of people in states like New York and California relying on these services. The figures are even higher in Europe, where 77 million people use versions of the software. In Poland, more than a third of people regularly block online ads.

Recently, the focus on ad-blocking software has turned to mobile devices. Smartphones and other internet-connected devices are driving breakneck internet use, particularly in emerging markets, and the latest version of Apple’s mobile operating system will allow people to download some form of ad-blocking software.

Currently, only a small fraction of ad-blocking comes from mobile devices, according to the Adobe/PageFair report. But analysts say developers are working on plug-ins for smartphone Web browsers that will allow people to block advertising on their mobiles and tablets.