5 potential consequences of Adblock on iPhone
Last week, Apple announced that the latest set of changes to Safari, it’s internet browser, would allow users to use Adblock on iPhone and iPad. Of course, Adblocking’s been around for a while on desktops. It is incredibly popular, with an estimated 140 million people using it, especially among the younger demographic.
As online usage is increasingly edging towards mobile, the introduction of iPhone to iOS could be a huge game changer for digital marketers. Here are 5 ways the update could impact mobile.
Making Adblocking more mainstream: while Adblocking is growing rapidly- up 70% year-on-year as of 2014 – it’s still not widely used. However, its introduction to the mobile market will no doubt not only increase its growth rate by expanding its reach, but also raise mainstream awareness of the software.
Publishers taking the hit: nowadays, competition for online readership means few publishers limit their content to subscribers only. Hence, they heavily rely on advertising revenue to monetise their digital platforms. Since iOS accounts for such a significant chunk of mobile traffic and therefore revenue, this could become a major issue for online publishers.
And Google: likewise, it’s likely Apple’s rivals would take a big hit in terms of revenue. Google alone accounts for about half off all mobile advertising revenue worldwide. On top of this, a recent Goldman Sachs analysis shows 75% of Google’s mobile revenue came from iOS last year.
Goodbye Cookies: the software would also allow the blocking of cookies. This could have further problematic consequences for publishers. For instance, many online newspapers allow users limited access, such as a restricted amount of pageviews per month. The removal of cookies would nullify this by effectively making each visit count as a unique hit every time.
Improve user experience: having said all this, there is certainly an argument that the update will improve user experience. Not only will users gain greater control over the content which displays on their phone, the software would counter issues related to poorly designed ads slowing down mobile browsers, which can be very frustrating.
All in all, the introduction of Adblock to iOS could have a major impact for mobile advertisers. In the long run it could cause unexpected consequences, such as a greater number of publishers returning to a subscription-based model as an alternative way to monetize their mobile platforms. Overall though, this is probably good news for most iPhone and iPad users.