Consumers’ usage of online ad-blocking software is growing, according to recent PageFair research – and that’s a problem for video, as well as text content.

Video ad management platform Videoplaza sees the risk to video advertisers paying for pointless inventory, and is trying to crack the problem.

“There are a couple of different ways that we’re testing right now,” Videoplaza chief commercial officer Rags Gupta tells Beet.TV. “(They range) from detecting the ad blocker and having some sort of messaging for education, all the way to, once you detect the ad blocker, stop the content, which is a very aggressive way of treating the situation.

“There’s a couple of ideas we’re working on in terms of how to gracefully have an experience that still has ads, so you’re still able to get some value out of it.”

Gupta of the London- and Stockholm-based company says “a pretty significant percentage of some customers’ traffic” is ad-blocked, in the range of 10 to 30 percent. That’s consistent with PageFair’s research, which put blocked ads at an average 22.7 percent, rising at publishers who target more technically-sophisticated audiences.

In the UK, the broadcaster catch-up TV service ITV Player does not allow viewing by those with ad blockers installed. ITV is trying to make a business out of targeting video ads.

Videoplaza just published a white paper on the future of TV authored by IHS.

This segment was taped at the VideoNuze event in Manhattan earlier this week.

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