In marketing, we’re always talking about disruption. That’s so often a good thing because the idea is that a campaign, idea, or trend is so revolutionary that it changes the game in a positive way for companies and their customers.
But last week, there was a major disruption that most brands are not so happy about.
I’m talking about last Wednesday’s Apple launch of its new software update for the iPhone. With the release of iOS9, users can now surf the Web on their mobile devices without ads cluttering up their screens. That’s because Apple’s software now supports ad-blocking. And as of last Friday, three of Apple’s top paid apps in the United States are ad blockers.
Yikes.
This latest development in mobile marketing reeks of trouble for publishers, ad-tech companies, and marketers who as of late have been relying on native-content strategies, not just pop-up and banner ads. The blockers also track scripts, cookies, images, and auto-play videos. Although the impact of the operating system’s new update won’t be felt so much on in-app ads, the knees of marketers and advertisers on Madison Avenue are knocking because their content will be affected on the Safari browser and the mobile Web.
Already, brand marketers who have built entire strategies around serving native mobile ads are crying foul, insisting the move threatens not only the lifeblood of their businesses—but also the economic foundation of the free Internet. Marketers are beginning to mull over what they can do to keep their messages at the fore of mobile users’ minds.
Many users, however, seem to be in a state of euphoria with more control of their mobile Web-browsing experiences. I culled just a few of their responses from Twitter. And I have to say one thing after reading these: I don’t think ad blocking is going anywhere soon.
So #ios9 has this #Adblock feature that has publishers up-in-arms but tbh I don’t recall the last time I noticed the content of an online ad
— Jillian Kozyra (@JillianKozyra) September 13, 2015
#BreakingNews privacy-invading, advertising-dependent newspapers reporting that #iOS9 #AdBlock threatens the web. Nope, just them.
— Matt Godden (@golgothaspace) September 18, 2015
Amused at apocalyptic predictions of adblocking being death of the web now that iOS9 does adblocking. Adblock predates iOS9, y’know.
— Kate Bevan (@katebevan) September 18, 2015
I’ve seen a lot of talk about ad blockers killing ad-based sites in iOS9… I wonder how many will just block reading if the ads are blocked
— Andrew Tobin (@tobin) September 17, 2015
Maybe it’s just too easy for people to create content and demand payment. #adblock #ublock #iOS9
— Jon Torrey (@jontorrey) September 18, 2015
Are you going to install an AdBlock on #iOS9?
— Mark Lawson (@Born2beSlicker) September 17, 2015
Just installed first content blocker on ios9. Let the adblock begin! remember sites: dont whine about blockers, offer paid adfree content!
— Bart van Buitenen (@BartLorica) September 17, 2015
Now, how do I get one of those ad blockers for iOS #iOS9 #adblock
— Michael Schieszl (@sheazy84) September 17, 2015
Ad block impact on mobile ad volumes, from new iOS9 apps, will be easy to spot in less than a month due to historically fast iOS upgrades
— sam granleese (@granleese) September 18, 2015
So iOS9 has ad blocking functions. Now when will someone make Chrome iOS block ads?
— Richard Cosgrove (@rcosgrove) September 17, 2015
I hope “Hey, we see you have web fonts disabled…” doesn’t become the new “Hey, we see you have an adblock…” with iOS9’s Content Blockers
— Andrew Pairman (@andrewpairman) September 17, 2015
Adblock on iOS9 makes me feel like I’m slapping all of these companies in the face. Not that I mind of course.
— Miguel Ramirez (@MiguelAR__) September 17, 2015
Wow, had maybe 36 hours of ad blocking on iOS and now am allergic to ads. *installs blockers on all devices* #iOS9 #adblock
— Kev (@tankflykev) September 17, 2015
So #ios9‘s optional content blocking (ad block) is simply amazing. Unbelievable how bogged down mobile browsing was. Feels 4x faster.
— Andy Lavelle (@AndyJLavelle) September 17, 2015
Online and mobile advertising is currently in distress thanks to Apple and #iOS9. #Advertising #AdBlocking #AdBlock
— Donte Ledbetter (@Donte_LL) September 8, 2015
Adblock apps in ios9, I wish they worked in all apps. Not just safari.
— Sxcred (@ItsSacred) September 18, 2015
