Linux Systems Engineer
- Oct 18, 2019
- Reaction score
- Novosibirsk, Russia
In the U.S., 30.1% of the population uses adblocking.
In the UK, that number is a staggering 39%, which equates to about £2.9 billion in revenue.
Based on where your readers are located, these numbers will vary, though the message will always be the same:
Adblockers directly affect your bottom line.
Because many publishers monetize their websites and apps through ads (hoping to keep the rest of the experience “free”), this equates to huge losses in revenue each year.
To say that adblocking technology has become a total nightmare for publishers would be an understatement.
So, what do you do?
You can’t just accept that some of those revenue opportunities will be lost to adblock technology.
You have a number of choices:
- Develop more user-friendly ads so your users won’t need an adblock in the first place.
- Sell paid memberships to your content.
- Use an anti adblock script or plugin on your website.
Let’s explore each of these options.
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Option 1: Design User-Friendly AdsIt’s not that your readers don’t want to support your publication by blocking advertisements. Or else, why would they keep coming back?
But ads are often seen as intrusive, annoying, and also bring up questions about privacy. This is why AdBlock is increasingly being adopted around the world.
In terms of how you fight back against technologies taking aim at your earnings, you could start by looking at the root cause: the quality and delivery of the ads themselves.
The Independent, for example, is one such publication that takes great care with developing ads for its website. By integrating native ads that are more engaging and user-friendly, the publication has seen significantly less of an impact from adblockers than the average publisher.
But this requires a great deal of effort and commitment to get the ad format perfected — not to mention all of the content on the site. For now, you want to seek out a quicker but just as effective fix to the problem.
Option 2: Add a Paywall to Your WordPress Site
Many companies choose a paywall subscription model as an alternative means of revenue generation.
The New York Times (which is built in WordPress) is a well-known example of this.
Readers can access content for free, up to a certain number of articles each month. In order to gain unfettered access, though, they must purchase a subscription.
This way, if the NYT were to lose 30% of potential ad impressions due to adblock, it wouldn’t result in a loss. Subscriptions would provide another (and more reliable) source of revenue.
Paywalls are actually quite easy to implement in WordPress with a plugin. Some of the most popular plugins that do this are:
Check out our article on whether you should implement a paywall if you’re undecided.
Option 3: Sell an Ad-Free MembershipThis option would be similar to a paywall in that you require users to subscribe for an improved experience. However, in this case, you wouldn’t be gating off content on your website. The goal instead would be to promise an ad-free experience when they become a member.
This means you can serve ads guilt-free to fly-by visitors and you can offer a premium experience to those who would rather do away with ads altogether.
To implement this, you would use a combination of a membership plugin (like one of the ones suggested above) and your ads management plugin.
For example, the Advanced Ads plugin enables you to hide all ads from logged-in users.
If you create a dedicated Members-only area on your site, this would be even easier to do as you could just keep that space completely ad-free to begin with. Then, build out your membership program and require all users to be logged in to gain access to the ad-free experience going forward.
But, if you’d rather ask users to disable their adblock which may be more effective, and much quicker to implement than the above options, then an anti-adblock script might be the way forward.
We’ve compiled a list of the best WordPress anti-adblock scripts that you can use to start helping show your ads to more people.
Install an Anti-Adblock Script for WordPressAccording to TechCrunch, 30.5% of the top 10,000 websites use anti adblock scripts and plugins and 38.2% of the top 1,000 do.
Clearly, they see value in being able to share ads with their visitors.
But be careful with this one.
PageFair’s report found that 74% of adblock users in the U.S. will leave a website that has implemented an adblock wall.
If you’re going to insist that visitors turn off adblock before they can enter, you risk losing a large amount of traffic despite any anti adblock efforts you’ve made.30.5% of the top 10,000 websites use anti adblock scripts and plugins according to TechCrunch.
However, if you rely on ads for monetizing your content, it may be the best option in the short term.
That said, there are a number of WordPress adblock scripts and plugins you can use to send user-friendly notifications about adblock technology without preventing access to the site.