Do me a favour, internet – if you’re not aware of 100% of the ways online advertising generates revenue, stop commenting on it. Your opinion is meaningless. Not because you are, but because you don’t fully understand the basics of what you’re attempting to disagree with.
So, one ongoing issue is that people are pissed off because they’re having to consider turning off AdBlock. People use AdBlock for the following reasons (if there are more, tell me):
1) They believe all content should be free (for them).
2) They dislike how cluttered websites are due to ads.
3) They find some of the adverts used offensive.
4) They feel like the ads are being shoved down their throats.
5) They don’t actually understand that much about how adverts work.
6) They would rather pay a subscription for an ad-free site.
Let’s break down these concerns and tackle them, because then I can just point to this link rather than having to explain the very basic concepts of content magnetisation and consumption to every single person on social media who once used the internet and is therefore an expert consultant (apparently).
1) They believe all content should be free (for them).
This is the biggest problem we have. In 2013, the average piece of software is less than a dollar. The average article? Free. Novel? Often free. Video content? Free. You’re so infrequently actually paying to see and enjoy content that when that barrier does appear, the idea of financially rewarding the people making your lives less boring or uninformed is abhorrent to you.
The trade-off is simple: people put adverts around their content. You don’t have to click on them, and you don’t have to buy the products advertised, although some people will. Now, while some people will purchase things as a result of seeing those adverts, you are under no obligation to do so. But the amazing thing about ad impressions is all you need to do is see the advert, and you’re helping a content creator pay their rent. Simple, right?
2) They dislike how cluttered websites are due to ads.
This is fine, because there are a lot of stupid approaches to placing ads on websites. Wraparounds are my least favourite, as they mean that if I click near the article to focus the browser and scroll, I end up on another page or spawning a pop-up, and that’s just invasive and it puts me off the site. But many ads are either obvious re: clicking on them, or subtle enough that they’re not right slap-bang in the middle of your content. You are being over-sensitive and selfish by demanding minimalism in an environment that cannot sustain itself on it.
3) They find some of the adverts used offensive.
Again, this is an issue – many adverts are deeply sexualised when they shouldn’t be, or offensively marketed in the way that they pigeonhole and stereotype people. Sadly, you’d be surprised at the decent chunk of those where that was simply them trying to appeal to the broadest number of people, rather than implying everyone is the same. But this is an issue, and one I agree with.
4) They feel like the ads are being shoved down their throats.
This ties into number two, so we can safely say the same for this.
5) They don’t actually understand that much about how adverts work.
This is the main impression I got while discussing this issue with people, and at one point had to actually block someone because I was being told by someone who confirmed they’re not a content creator that the content market is fine, no one is suffering, and I’m proposing an unsustainable model. Yes, unsustainable model being online advertising – one of the most money-filled things you can do with a website!
The most common misconception I came across was that people believe that you have to click on an advert for the site to make money, or that you have to buy something. This isn’t true at all. Ad impressions count towards revenue, and I know this because I have a bookmarked link for my Newgrounds revenue page that will show you that I made cash PURELY from impressions.
The best thing you can do is really go and learn about this topic before you start criticising those who rely on it for income. Do not simply assume AdBlock hurts no one but yourself because you “never click on ads anyway and wouldn’t buy that shit.” That’s not how it works, and your ignorant approach to using the internet is one of the main things devaluing the people who actually make high-quality content for it.
6) They would rather pay a subscription for an ad-free site.
Good for you, and thank you. You’re fantastic. Sadly, this is also not a viable option. Say you subscribe to one site, but there’s a really cool game/article/video on another. Do you subscribe again? What about again after that? Are you beginning to feel the tug on your wallet for content that people used to pay for all the time? Yeah, you can, can’t you? It sucks. So buy whatever you’d buy normally, keep AdBlock off, and let the advertising companies pay the site for your visits, rather than you paying yourself.
Penny Arcade championed its Kickstarter that allowed it to go for a year without ads. Do you know what it actually did? First, it gamed Kickstarter and broke one of its rules – that this would not be a recurring thing, which Ben Kuchera himself confirmed to me would be something they’d consider once this “ad-free year” runs out. Two, the rewards they offered were not for extra content – they were for things like being an intern for the day, for the low, low price of several thousand dollars. Mike himself admitted to me that he wouldn’t pay for it, but they’ll happily charge you for it anyway.
That is what I’d call an unhealthy model, and it’s also unrealistic because this is a company that owns Penny Arcade and runs PAX, in addition to Child’s Play. They are not your average website’s worth of folks trying to make a living – they are a content creator’s Cinderella story, and pointing to them as an example is therefore utterly pointless.
-
Look. No one’s saying you have to buy anything, or put up with invasive or offensive ads. That has to change. But you need to accept that most people will not pay a site themselves to access content. Even a site as big as YouTube would risk destroying itself if it paywalled the site. Paywalls already exist and many people absolutely despite them. Turn AdBlock off and allow people to eke out a living. Content creators are, in the majority, not living like kings because you’re putting up with ads. But after the amount of whining and self-entitled bullshit they’re putting up with because you bit the hand that fed you entertainment, I think living like a king would be adequate compensation. Enjoy your free stuff.