Welcome to WebmasterWorld Guest from 54.90.119.59

Forum Moderators: LifeinAsia

Message Too Old, No Replies

Ad-Supported Products and Services: A new day dawns brighter!

     
5:33 pm on May 22, 2016 (gmt 0)

Senior Member from CA 

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month

joined:Nov 25, 2003
posts:1107
votes: 264


I have had engine's Ad-Supported Products and Services: Has it Had its Day [webmasterworld.com] on my reply-to list since it came out; his recent comment in eek2121's I blocked Ad-Blockers: Running a test [webmasterworld.com] saying it had been posted almost a year ago... way past the add post date....oh man where does the time go? As I view ads as one leg of the web revenue model (ads, affiliate marketing, eCommerce, subscription/micro-payments) his question certainly needs more attention and thoughtful response than the one viewport thread received. So, ~1-year later a second kick at the can.

The short answer is: of course not.

The only reason that the question gets asked is that so many are so focussed on a single slice of the ad pie titled AdSense. Add in the DoubleClick slice and a third slice consisting of competing third party ad networks and we have the ad products and services pie as many/most webdevs know it. All easy peasy cut and paste, which is why it has become so widespread.

Yes, Google is the biggest hog at the online ad trough gobbling about a third of online ad spend but that still leaves two-thirds.
Note: total ad (not just online) spend has been and looks to continue to increase at ~6% YoY.
Note: in 2015 42% of global online ad spend was mobile; over 50% in North America.
Note: I expect Asia-Pacific online ad spend to surpass North America within 2-years; Europe to remain at 40-45% of North American spend.
Note: within a couple of years I expect mobile to be ~70% of total online ad spend in Europe and North America; ~75% in Asia-Pacific.

So...
* ad spend is NOT decreasing.
* online ad spend has and is shifting significantly to mobile.
* mobile ads cost less so pay less; have more denied clicks. At the same time more is being spent on them.

With AdSense specifically and third party ad networks generally the drop in revenue reported by some/many has many potential causes as mentioned in Erku's Why is RPM Gradually Falling? [webmasterworld.com]; it's not 'just' the shift to mobile although that is certainly major.

For those who
* want something other than the standard third party ad tripe,
* want to bypass hanging twitching sites as third party ad calls eventually stagger in,
* believe that ad/script blocking visitors are devastating their bottom line,
there are options:
* ad server APIs
* direct ad space sales
Granted, neither is as simple and easy although API is sorta almost.

Note: with Google's AdSense Host API testing the waters I expect that Google has a full blown AdSense API waiting in the wings. Of course with Google nothing is cast in stone...more like drawn in shifting sand.

Webdev publishers need to stop thinking of third party ads as what ads MUST look like and MUST be delivered as. Mine certainly don't (except for the 10% of pages with AdSense). And I've raised my rates to new clients 6-times in 2-years without lessening the waiting list.
Webdev publishers need to consider how to take their business, especially their revenue model, to another level. The online ad market is shifting, publishers needs adapt to prosper.

Ad-Supported Products and Services: A new day dawns brighter!