‘More like a plea:’ Time.com is taking a humorous approach to ad-block users
Time.com is joining the ranks of publishers that are trying to combat ad blocking. But while an increasing number of publishers, including The New York Times and Wired, are taking the hard-nosed route and preventing people from accessing the site if they’re using an ad blocker, Time is taking a much softer approach. Ad block users see a box ad on the upper left of the site and a banner ad at the top that invites users to “Break Time.com.”
When you click the box, visual elements of the site appear to fall off, and up pops a message that while cheery, tries to guilt readers into turning off their ad blockers by reminding them that Time’s journalism is supported by advertising.
Other publishers have used their ad-block messages as an opportunity to ask people to subscribe or register so they can at least collect data on them. Time is doing neither, though, and users can click to make the message disappear and then return to the site.
The Time.com approach is “more like a plea” and marks the beginning of Time Inc.’s testing ad block messages, said Jennifer Wong, Time Inc.’s digital president. At the same time, the company’s online paywall strategy has been evolving, with paywalls being lately being tried out on certain marquee editorial features.
Related to ad blocking, Wong said the company is pushing to make native advertising a bigger part of its business, because it engages readers, is less intrusive and works better on mobile than standard display ads. The company may escalate the messages, she said. But while the company is mostly supported by advertising, Wong said ad blocking usage on its sites hasn’t gotten to a critical level.
“It’s to be watched,” she said. “It’s important, but it’s not like it’s affecting our business.”
Pinterest testing new co-sold, revenue-share ad model for publishers with Tastemade
Currently in an experimental phase, Tastemade is the first publisher to sign on and the brand that is funding this ad experiment is corn chip snack Fritos.
As publishers clean up automated supply chains, education-title Chegg cut ad resellers and saw no negative impact on revenue
"We were told as publishers that resellers were so important, but no [publisher] has communicated to me they removed resellers and lost X% lift."
Member ExclusiveThe Facebook ad boycott could help publishers swing the pendulum back to context
Publishers have a golden opportunity to shift thinking around the role context, broadly defined, should play in advertising.
SponsoredFour ways to adapt to the changing publisher ecosystem in 2020
By Neal Sinno, general manager Americas at GeoEdge For marketers, 2020 started out with so much promise — but this changed rapidly as the industry faced a global epidemic head-on. Not only did our own daily routines come to a screeching halt, for many of us our professional lives did as well. Almost as quickly […]
Patagonia: Boycotting Facebook ads will lead to an ‘even more thoughtful approach’ to its ad buying
Patagonia has pulled all paid ads from Facebook and Instagram until at least the end of July. The boycott will extend if the advertiser has seen three specific changes to how the social network handles hate speech.
How Substack has spawned a new class of newsletter entrepreneurs
As the media ecosystem contracts amid coronavirus, Substack has been thrust into an uncomfortable role — that of a savior.