Most of the time you spend hugging your laptop/tablet/smartphone is dedicated to surfing the Web - searching for information, reading your favorite blogs and communicating with your friends.
Massive amounts of information are right there, and there it is as well - advertisement - the power unit of this system. As every website needs to generate some money for its maintenance and for creating high-quality content, they must also publish their ads vigorously. It’s OK when the ads are beautifully and creatively done so as that they entertain rather than annoy you. It is a different story when you see banners popping up on the Web page suggesting you to lose weight, get acquainted with Asian girls, or upgrade some of your body parts.
I guess my friend expresses an opinion of the majority by saying:
“If I want to buy something online, I will search for it. An annoying banner popping up will not make me buy something if I don’t plan it.”
How do we keep everyone happy to ensure that publishers get their money and users are not bothered by tiresome ads? One may say that it is not possible. However, the guys from ADZbuzz proudly present their solution.
$22 billions dollar question
Every year, publishers lose billions of dollars because we get annoyed by advertisements and we dare to install an ad blocking software. For instance, in the year 2015 alone, ad blockers have caused a loss of $22 billion dollars for Web publishers. This number keeps on rising, as ad blocking is going mainstream all over the world.
ADZbuzz developers say:
“It becomes clear that the ad-supported Web that allows advertisers to promote their products or services on publisher sites is something way too old-fashioned and not working effectively. Visitors suffer from banner blindness making non-intrusive ads worthless, so the only solution is found in distracting people in such a way that a normal browsing experience becomes impossible. This is why ad blockers exist and why people block ads.”
Three ways to fool the site visitor
So far, there have been three main strategies used by publishers in this fight for the right to be seen.
First of all, there are numerous scripts available to block ad blockers, which are not that efficient. As soon as a script is detected, the community blacklists the provider, who chooses to create a new script to let ads pass through. This is clearly a temporary solution that costs a lot for a publisher as it destroys the publisher’s brand completely. Besides, it’s not a surprise that multiple solutions to deal with anti-ad blocks have been developed.
Some websites have been blocking visitors who have an ad blocker installed. Therefore, they were not able to access certain content or features of the website unless they turned off the ad block. That’s not a very effective solution either, as obviously only a small share of visitors would turn it off, while others would simply go to a different website.
There is also another strategy which is more aggressive - to make premium content paid and make money this way. This doesn’t require advertising as a revenue stream as the paywalls are the main source of income for the publishers. It could be considered as a rational solution, however, we are so used to being able to access online content for free that it doesn’t become an easy sale for websites, especially for those with a huge amount of daily readers.
ADZbuzz suggests a process that allows Internet users to block ads while also allowing them to access high-quality content for free.
Revisiting Web advertising
Fighting ad blocking is not a viable solution. Blocking visitors who make a conscious decision to block annoying ads can’t be considered as a good business strategy.
ADZbuzz Ublock strives to create a win-win situation for all by clearing Web space from the annoying ads while paying publishers directly from the revenue generated by a centralized advertising platform.
ADZbuzz suggests creating an ad blocker along with a script that publishers can install on their site to be able to identify if visitors have an ad blocker installed. The script tracks the amount of visitors and calculates the amount of revenue for a publisher.
The revenue comes mainly from a centralized platform which is specifically created for selling advertising. Therefore, the money wasted on ad space on publishers’ websites gets centralized onto a platform where people actively look for products they are interested in buying. In other words, this platform will act like a search engine for products.
Wishing to buy a certain product, you go to this platform, type in your search request and get the information of all products registered in the database with a possibility to compare prices, read reviews and find coupon codes. The platform makes money when a visitor clicks on a certain online retailer and then redistributes the money to publishers.
Through this pre-qualifying of website visitors, ADZbuzz aims to make the advertising more effective and eliminate annoying advertisement in places where people are not looking to buy a product. On their part, consumers can easily find products they are looking for and make a purchasing decision based on several factors.
ADZbuzz adds the final piece to the puzzle to make the relationship between advertisers, publishers and website users easier. They suggest introducing Adzcoin, a digital currency similar to Bitcoin that can be easily exchanged into cash. Everyone who installs the ADZbuzz Ublock receives daily Adzcoins as a reward, which they can either donate to publishers or spend in Adzcoin accepting shops. Switching to Adzcoins significantly reduces the transaction, withdrawal and exchange fees that would otherwise be paid to third parties while redistributing reward.
Improving browsing experience
ADZbuzz suggests centralizing advertising, to allow people the choice to go to a specific platform when they are ready to make a purchasing decision while also redistributing the revenue generated to compensate the publishers.
It is obvious that nobody visits news sites in order to buy something, therefore placing countless amounts of ads there simply makes no sense. ADZbuzz Ublock intends to make a final push to replace the outdated ad-supported Web with something more efficient and therefore restore the bond between advertisers, publishers and website visitors.