Ad-blocking makes mobile news sites more than 3 seconds
faster: report
Mobile users of ad-heavy news sites are seeing pages load
more than three seconds faster with ad-blocking technology turned on,
presenting a significant dilemma for marketers interested in delivering a
strong user experience yet who rely on advertising for revenue, according to
new data from Catchpoint Systems.
In a comparison of performance across mobile site for
financial services, ecommerce, travel and news companies with and without
ad-blocking capabilities turned on, the data showed that enabling ad-blocking
made Web pages load faster in all cases. The data suggests marketers are going
to have to choose between user experience – which can help drive conversions –
and advertising on mobile.
“The most important takeaway is that ad blocking is having a
significant positive impact on mobile site performance – speed," said
Dritan Suljoti, co-founder of Catchpoint Systems.
“Mobile site users tend to value fast, convenient
experiences above all else,” he said.
“For this reason, the availability of ad-blocking services
can present significant challenges to both marketers, who want maximum
viewability for their ads, as well as sites that rely heavily on ad-driven
revenue.”
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