How Are We Supposed to Make Money on the Internet Now?

How Are We Supposed to Make Money on the Internet Now?

FacebookLinkedInTwitter

For most, the release of Apple’s iOS9 was a welcome development. From new ways to multitask to novel ways to befuddle Siri, there is plenty to love in the mobile operating system. Unless, of course, your business happens to rely on mobile advertising. Then iOS9 essentially signaled the ad-pocalypse. For the first time, the new iOS enables programmers to create apps that block ads within the Safari mobile browser.

image.0 copy

The International Business Times was especially alarmist with their headline, Apple iOS 9 Ad Blockers Pose Big Threat To Google, Facebook And Twitter. In other words, the Internet is, apparently, about to be over. Citing Michael Nathanson of MoffitNathanson, author Christopher Zara explains, “Mobile ad blockers could put almost a third of Google’s revenue at risk, compared with 29 percent of Facebook’s revenue and only 14 percent of Twitter’s revenue.”

Ad blocking on the Internet has been around for a long time. But now mighty Apple appears to be tacitly endorsing ad blocking as a legitimate consumer choice. With mobile ads comprising the primary revenue source for many sites and apps, lots of folks are understandably running scared.

King's_carriage_leaving_Longchamps_with_Loubet_and_King_Edward

Innovation is not without casualties. What Henry Ford did to carriage makers Tesla hopes to do to Jiffy Lube. This raises the question of whether advertising is really that great of a business model anyway? What worked for Don Draper on the small screen doesn’t necessarily thrive in cyberspace. If the New York Times couldn’t support its business with advertising and switched to a digital subscription model, should other companies predicate their existence on such a precarious foundation? Rather than bemoan ad blockers, perhaps it’s time to go back to the drawing board and get serious about business strategy. Then again, this 2015 PageFair/Adobe report appears to show about 15% of US Internet users have taken to ad blocking, so reports of ad blocking breaking the Internet may be a bit premature. Scruples aside, if these ad lovers leave their passwords as “123456” and “password,” there’s some real money to be made.

Now It’s Your Turn
FacebookLinkedInTwitter

Corporate Culture, Culture
Walk the Talk: A Chance to Move Beyond Virtue Signaling and Create Change Within Your Organization

The George Floyd Protests are the most recent example of a public asking for systematic change. This may have inspired a reckoning to pause and reflect on how your organization’s culture and actions can improve. Inevitably, brands will find something to say, offering support or sympathy, and promises and progress. But customers are becoming increasingly […]

Learn More
Corporate Culture, Culture
Gloom, Zoom to Boom!

After a period of gloom that few could have predicted, and more Zoom than most of us could have imagined, the world is reopening with some semblance of normalcy – and a significant sense of abnormalcy. The shock of restricting commerce and shutting down entire sectors of the economy means organizations everywhere need to refocus […]

Learn More
Brands, Culture
When Face to Face Must Be Virtual

Transitioning previously face-to-face events to a virtual format is a tricky proposition. What works well in person may not pan out as planned online, with low audience engagement, missed networking opportunities and frustration on the part of organizers and audience all negatively impacting virtual events. We believe there are several concrete steps organizers can take […]

Learn More
Brand Strategy, Brands, Culture, Identity Design, Organizational Development
Civil War to Civic Standout

Building Modern Atlanta in the Aftermath It’s absolutely vital right now that organizations plan for the post-Covid world, communicating with their networks and anticipating client needs in order to be the version of themselves the moment demands. The city of Atlanta faced a crisis recovery after the civil war, and beyond imagining the city it […]

Learn More

Ready to talk about how your brand and culture can do more for your business?

Let's talk
Let's talk