BaşlıkBère - De Telegraaf
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PostedKasım 2016
hikaye Campaign name: Comment Section Journalists
Campaign background:
Nowadays, people don’t seem to like ads anymore. More and more people, and specifically youngsters, block these ads by using adblockers. However, adblockers are a nightmare for publishers. When people visit sites and view content without paying for it, publishers’ revenues get taken away. This way publishers will be less likely to create more quality content as their funding is being taken away.
Facts
We used desk research to find interesting facts. The percentage of people who have access to theinternet is 68% in Europe. This means that there are about 501 million people that have access to the internet. In Europe, there are already 77 million users of adblockers. Also, the usage of adblockers has grown by 35% over the past year.
We’ve carried out field research for a more thorough view about the usage of adblockers amongstMillennials. We interviewed 23 European students. From the 23 respondents, 20 students are usingadblockers. The other respondents don’t use adblockers because they have never heard of thembefore. However, one of them got interested after hearing what adblockers were.
The campaign has to meet these two criteria:
Language spoken by the target audience.Especially in Southern- (Italy 19,43%, Portugal 27,62% and Spain 19,67) and Southeast Europe(Hungary 23,87%, Bulgaria 27,65% and Slovakia 24,84%) the English proficiency of youngsters islacking. Therefore we should offer a campaign which is adapted to the language spoken in everycountry.
Use of AdBlockersIt’s a must to differentiate between countries where adblockers are used very prominently (Germany25,3%, Poland 34,9%, Greece 36,7%) and the ones where they are rarely used (Austria, Slovakia,Czech Republic).