How Does the Adoption of Ad Blockers Affect News Consumption?

Yan, Shunyao; Miller, Klaus; Skiera, Bernd

doi:10.1177/00222437221076160

Cited by 15 publications

(7 citation statements)

References 50 publications

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“…Using observational data and a quasi-experiment to investigate the differences between ad blocker users and nonusers, Miroglio et al (2018) show that using ad blockers significantly increases the time spent on a web browser and increases the number of web pages viewed. Yan, Miller, and Skiera (2022) show similar findings for online news consumption. Todri (2022) shows that ad blockers reduce consumers’ search activities across different information channels and negatively affect online consumer spending.…”

supporting

confidence: 73%

“…For the publisher, doing so can cause ad blocker users to become less satisfied with the website, which can result in lower evaluation and, thus, a lower number of (re)visits. Yan, Miller, and Skiera (2022) investigate online news consumption and find that ad blocker users consume 21.5%%–43.3% more news articles in 13.4%–29.1% more news categories online than ad blocker nonusers. Spending less time on a site can also have negative financial consequences.…”

Section: Theory and Hypothesesmentioning

confidence: 99%

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The Drivers and Consequences of Ad Blocking: A Self-Filtering Mechanism That Increases Ad Effectiveness

de Haan

2023

Journal of Interactive Marketing

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A growing group of consumers uses ad-blocking software, preventing advertisers from reaching them and resulting in a loss of ad revenue for publishers. Ways to resolve this issue include blocking these users, disguising ads, or paying the developer of the ad blocker so that ads will not be blocked. The question is to what extent these solutions are effective and desired. This study uses an experimental setup followed by an extensive survey to answer this question. The findings show that, when banner ads are forced on ad blocker users, these users (vs. ad blocker nonusers) spend 10%–20% less time on the web page, evaluate the website as worse, and pay less attention to the banners, while the ads are 190% more effective for ad blocker nonusers. Thus, ad blocking serves as a self-filtering mechanism that filters out consumers who are less responsive to advertising. Ad blockers thus help advertisers target the right consumers and increase the value of the remaining ad slots for publishers. Moreover, ad blocker users are more likely to pay for ad-free content, offering publishers an alternative business model for these consumers.

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supporting

confidence: 73%

Section: Theory and Hypothesesmentioning

confidence: 99%

The Drivers and Consequences of Ad Blocking: A Self-Filtering Mechanism That Increases Ad Effectiveness

de Haan

2023

Journal of Interactive Marketing

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“…CMs capture the attention of visitors on each websites, which can cumulatively reduce their ability to view pages per websites. For example, Yan et al (2022) find that the use of Ad-Blockers increase the amount of news consumption by keeping user attention. We offer that CMs can induce the opposite effect.…”

Section: Discussionmentioning

confidence: 99%

Does Privacy Regulation Harm Content Providers? A Longitudinal Analysis of the Impact of the GDPR

et al. 2022

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“…Holding attention deepens brand relationships, encourages learning, and drives purchase and choice (e.g., Schweidel and Moe 2016; Ward, Zheng, and Broniarczyk 2022). 1 Similarly, sustaining engagement increases opportunities to display ads and generate ad revenue (see Yan, Miller, and Skiera 2022).…”

Section: Types Of Engagementmentioning

confidence: 99%

What Holds Attention? Linguistic Drivers of Engagement

Berger¹,

Moe²,

Schweidel³

2023

Journal of Marketing

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From advertisers and marketers to salespeople and leaders, everyone wants to hold attention. They want to make ads, pitches, presentations, and content that captivates audiences and keeps them engaged. But not all content has that effect. What makes some content more engaging? A multi-method investigation combines controlled experiments with natural language processing of 600,000 reading sessions from over 35,000 pieces of content to examine what types of language hold attention and why. Results demonstrate that linguistic features associated with processing ease (e.g., concrete or familiar words) and emotion both play an important role. Rather than simply being driven by valence, though, the effects of emotional language are driven by the degree to which different discrete emotions evoke arousal and uncertainty. Consistent with this, anxious, exciting, and hopeful language holds attention while sad language discourages it. Experimental evidence underscores emotional language’s causal impact and demonstrates the mediating role of uncertainty and arousal. The findings shed light on what holds attention, illustrates how content creators can generate more impactful content, and, as shown in a stylized simulation, have important societal implications for content recommendation algorithms.

show abstract

How Does the Adoption of Ad Blockers Affect News Consumption?

Cited by 15 publications

References 50 publications

The Drivers and Consequences of Ad Blocking: A Self-Filtering Mechanism That Increases Ad Effectiveness

The Drivers and Consequences of Ad Blocking: A Self-Filtering Mechanism That Increases Ad Effectiveness

Does Privacy Regulation Harm Content Providers? A Longitudinal Analysis of the Impact of the GDPR

What Holds Attention? Linguistic Drivers of Engagement

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