Ad Blocking Apps caused a drop in iOS Safari Clicks by 19%.
Apple’s choice to permit advertisement blocking applications on the App Store has been denounced as the end of mobile advertising as we are aware of it. Although others believed it won’t have any effect on advertiser’s capacity to reach mobile audiences, almost everyone assents that it serves as a reminder for the entire industry.
To evaluate the effect promotion blocking applications have had on the portable biological system, almost 100 million ticks on iOS Safari in the initial two weeks after the arrival of iOS 9 on September 16, were inspected when such applications first got to be accessible.
After comparing data with the previous Apple records based on the adoption rate figures of iOS 9 as provided by MixPanel, it was concluded that there was a 19% drop in the number of ad clicks in the first two weeks since the update.
Putting those numbers into perspective, content blocking on devices running iOS 9 only applies to the mobile web, specifically to Safari, which has a market share of only 25% of mobile browsers. It was reported that the in-app environment is not affected yet, which is imperative considering that is the place clients spend no less than 90% of their time, as indicated by Yahoo’s Flurry, and where most commercial dollars are streaming (by a 3 to 1 proportion versus the versatile web, as indicated by eMarketer).
This data further suggests mobile advertisers to conduct their own media buying by seeking out more in-app opportunities or consider shifting to Android. Ad networks that were heavily dependent on mobile web sites for their inventory need to verify that their networks comprising of a lot of applications including Chrome-upgraded versatile sites and Android distributers.
Mobile publishers that depends heavily on Safari clients for traffic and for ad revenue might as well consider other diversified ways such as (1) building an app and start sending ads to audience instead of mobile web; (2) reduce the amount of ads on mobile web site and optimize it for the best possible user experience so that users don’t feel the need to download an ad blocker in the first place and (3) experiment with new revenue streams such as a paywall or news aggregator.
Despite the fact that Apple’s turn to permit advertisement blocking applications has brought on a downturn in the quantity of clicks on Safari-based mobile web sites, its general effect on the ecosystem at large is negligible.