Adblocking is now the most hotly discussed topic in the digital media industry. Many publishers and advertisers have hoped that mobile platforms and walled gardens would offer a refuge from adblocking. Here at BHIVE we have developed a solution and welcome the opportunity to discuss it with Media Planners looking out for their clients. In the meanwhile, here are some Quick Facts.
People have been trying to block ads since they first made their way into newspapers. They’ve leaped from the pages of the publishing industry to the mainstream, and are becoming increasingly difficult to block in the wake of the cyber era. In other words, the struggle is real.
Fortunately, ad blockers do exist. Unfortunately, not all ad blockers are created as equal. In many cases, figuring out which ad blocker is best for you, is as much of a hassle as the ads themselves. Some ad blockers are easy to install but block few ads, whereas others are hard to install but block many ads.
It’s time to simplify this. The following is a compiled list of some of the best ad blockers in the market today, along with their noted benefits. Don’t jump into the fray once more without it.
Writers who cover Twitter find the grandiose irresistible: nearly every article about the service’s IPO this fall mentioned the heroes of the Arab Spring who toppled dictators with 140-character stabs, or the size of Lady Gaga’s readership, which is larger than the population of Argentina.
But the bulk of the service is decidedly smaller-scale–a low murmur with an occasional celebrity shouting on top of it. In comparative terms, almost nobody on Twitter is somebody: the median Twitter account has a single follower. Among the much smaller subset of accounts that have posted in the last 30 days, the median account has just 61 followers. If you’ve got a thousand followers, you’re at the 96th percentile of active Twitter users. (I write “active users” to refer to publicly-viewable accounts that have posted at least once in the last 30 days; Twitter uses a more generous definition of that term, including anyone who has logged into the service.)
This is a histogram of Twitter accounts by number of followers. Only accounts that have posted in the last 30 days are included.
For a few weeks this fall I had my computer probe the Twitterverse, gathering details on a random sampling of about 400,000 Twitter accounts. The profile that emerges suggests that Twitter is more a consumption medium than a conversational one–an only-somewhat-democratized successor to broadcast television, in which a handful of people wield enormous influence and everyone else chatters with a few friends on living-room couches. There are undoubtedly some influential Twitter users who would not be influential without Twitter, but I suspect that most people who have, say, 3,000 followers (the top one percent) were prominent commentators, industry experts, or gregarious accumulators of friends to begin with.