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Google Says Ad Blockers Will Save Online Ads
azoblue writes "Google — the world's largest online ad broker — sees no reason to worry about the addition of ad-blocking extensions to its Chrome browser. Online advertisers will ensure their ads aren't too annoying, the company says, and netizens will ultimately realize that online advertising is a good thing."
And, presumably, if there are ad-blocking extensions to Chrome, they will send their information back to Google, and give Google information about precisely which ads are being blocked.
So, when company X comes to Google and says, "Your prices are far too high, most of our ads aren't making impressions anyhow, they're being blocked by clever browser extensions!", Google can come back and say, "Well, we've actually got some data on that, and..."
If you're as good at it as Google, if you, too, can delivery such customer-specific advertising in a peaceful, non-intrusive, text-only delivery system, then yes, you too will have no reason to worry about ad-blocking extensions.
So how will users who have installed ad blocking software at some point realize that the ads they are no longer seeing aren't really that annoying anymore? I suppose what they actually meant to say was "buy text ads, ad blocking software will ... perhaps ... not block them" (sure it does).
"I love my job, but I hate talking to people like you" (Freddie Mercury)
Of course the core assumption here is that people block ads because the ad content is a problem.
What they don't realize (and what people in marketing can not realize, or they would have to admit that their whole professions is being a parasite and a PITA) is that it is the advertisement itself that is the problem.
I don't give a heck about what you're advertising for, nor what style, images, words, whatever you use. I don't want to see your crap. If I need "product information", I will find it - ironically - on Google. The difference is that I'll be looking for it, instead of getting it shoved down my throat, willingly or otherwise.
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Don't worry, you aren't the intended target.
The idea seems to be - if the ads aren't too annoying, they are less likely to be blocked, and ad makes will be encouraged to make those less annoying adds.
Or more simply: Google is hoping that ad blockers will get rid of the more annoying ads that encourage people to get ad blockers. The idea is that everyone has a different point of "too much". I suspect google thinks that ad execs will end up targeting a middle ground. Probably little/no animation, no sound, and no more nudity/blood/violence than would be appropriate ofr the normal customers of the target site.
The most easily annoyed 25% are probably not going to be considered - nothing will satisfy them anyway. Most people, however, don't mind non-intrusive ads.
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The other 88% have NoScript too, which prevented their usage script from running and listing installed addons! :D
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I already pay my ISP for my browsing experience - I have a bunch of websites that I can maintain advert free because I work for a living. If others have to rely on their advertising models to stay afloat, that's not my problem. The internet will still be here adverts or not.
Says the guy on ad funded slashdot.
There is no "I disagree" mod for a reason. Flamebait, Troll, and Overrated are not substitutes.
will be my first. I have seen some entertaining ads (for example during the Super Bowl), but never one I considered useful.
Hey - Any time you visit a site and block their ads, you're stealing the Internet! Personally, I click on all banners and buy at least one item from each advertising vendor to support wherever I visit. Otherwise, I'm afraid that this whole "Internet" thing just won't stick.
Seriously, though, some places have it right. Google's ads are fairly unobtrusive and typically (although not always) relevant. Amazon's "People who viewed this item also viewed" or "...untimately bought" links are terrifically useful. And Slashdot's ads (IIRC) are certainly nerd-oriented and can be disabled if you give them money or contribute regularly - Seems like an OK system.
All that said, most places have it absolutely wrong which is why AdblockPlus and NoScript are my first two stops when installing FireFox.
He's getting rather old, but he's a good mouse.
Those ones are nowhere near as bad as the ones that pop up over the text you are trying to read. You know, the ones where when you click on the X button to close it it takes you to the advertiser's page? Creating those should be a capital offense...
To the haters: You can't win. If you mod me down, I shall become more powerful than you could possibly imagine
I dunno. I think there's something to be said for looking at the problem in economic terms. Some people tune into the Superbowl to see the advertisements, after all, so that's a kind of exchange: entertainment for eyeballs. I don't mind the advertisements in Google's search results because when I don't want them they don't intrude, but they're often useful enough that I click through before doing a new search. That's win-win for the advertisers and me.
The problem I think is with crude advertising methods from the era of old media. The extreme difficulty of getting many high value impressions by old medial techniques means that if you want to scale your business, you've got to do it with a huge pile of low value impressions. At some scale, the old media advertising game becomes about racking up sheer volume. Since there is no way of distinguishing good impressions from bad, and you *need* impressions, the guiding principle is that there is no such thing as a bad impression. Think of the difference between carpet bombing an entire city and having an agent stick a ricin tipped umbrella into your target as he strolls to work. The assassin is more effective period -- not to mention cost effective. If the only weapons you have are unguided bombs, then no death in that city would be a "bad" one.
If the marginal benefit of the next thousand impressions is greater than their marginal cost, the advertiser will go for it. What Google has done is increase the opportunity costs of going for unwanted impressions. Why do that when you can find consumers who *want* your information? If the process of giving *unwanted* impressions is harder, so much the better for me (and Google, whose business is built on a competing strategy).
Google's search result adverts are a good deal for me: information that is often useful at the price of a few square inches of monitor space for a few seconds. That's the same strategy behind the advertising supported "free phone" idea. Done in an old-media any-impression-is-a-good-one manner, it would be hideous. Done in a way that is useful to me, I might not mind it so much.
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...of anyone who uses the word "netizen."
This is absolutely backward, though. When advertisers realize fewer people are responding to their ads, there reaction is to make them MORE annoying, MORE obnoxious, and hence more attention-getting. HEAD-ON!!! APPLY DIRECTLY TO YOUR IDIOT-DOME!!!
The way I see it, the only end-game is for advertisers to work closely with site owners so that ads are integrated with the content in such a way that software cannot distinguish the ads from the content.
A slashdotter who didn't build his own computer is like a Jedi who didn't build his own lightsaber.
This seems like yet another situation that is subject to the tragedy of the commons. Even if a few advertisers choose to use unobtrusive ads there will be others who do not. Ad blocking software generally blocks all ads regardless of how annoying they are. Doing the right thing will not prevent you from being blocked and it will result in less ad impressions.
There's an old behavioral psychology experiment that seems to fit the situation:
To train a horse to lift one of its front legs whenever a bell rings, you start out with a piece floor that can be partially electrified to deliver a mild shock. You ring the bell, you deliver the shock. After a while the horse learns that to avoid discomfort it needs to raise its leg. It lifts the leg - no pain.
Now comes the tricky part: after a while you remove the shocking floor. Now the horse will still lift its leg whenever the bell sounds; and what's more, this behavior will even become stronger and stronger ingrained, since there is no more punishment and the "correct" behavior is re-inforced.
Now assume that instead of a horse there is a user, replace the electric shock with annoyance inflicted by ads and the act of lifting the front leg with using adblocking software. This means that in order to overcome the strong aversion of adblock users you have to offer a very, very high incentive and strong proof that reverting to the old browsing habits will not be punished by more annoying ads.
-- Language is a virus from outer space.