‘Millennials think news is free and ads are annoying, they need to understand that journalists need to get paid,’ says Xaxis boss
The APAC head of programmatic trading firm Xaxis has said that the rise of ad blockers is a concern that the ad industry has partly created itself, but highlighted the role of the publisher in heading off the threat as the under-covered part of the story.
Michel de Rijk presents at the Malaysian Media Conference last week
Talking at the Malaysian Media Conference in Kuala Lumpur last week, Michel de Rijk, Asia Pacific CEO of Xaxis, said the industry needed to do a better job of ensuring ads reaching people on digital devices were less intrusive and more relevant.
He pointed to Yahoo’s move last week to deny access to Yahoo Mail users who have installed ad blocking software as an indication that publishers may not allow ad blockers on their platforms, because it hurts their business.
I wonder how advertisers would feel seeing drivers flick a switch on their steering wheel and changing radio stations every time a four or five minute ad break starts?
Or TV viewers zapping through ad breaks with their remote, or jumping onto social media during live shows?
Good luck convincing people that trash news is worth paying for. Most publishers have sabotaged their own customer bases by dumbing down their content to the level that no-one would bother paying for it.
If you want people to pay for your product, you need to make it worthwhile. Otherwise find an ad funded model that works.
It’s not just Millennials, it’s everyone.
Problem is most journalism is not worth paying for, like fairfax and the newscorp.
As far as my digital newspaper reading goes then….
NYT international – Yep I’ll pay for that!
The Guardian – Yep I’ll pay for that!
The Independent – Yep I’ll pay for that!
The rest just arent good or interesting enough to expect payment unfortunately.
Been using adblockers for years and will continue to… until advertisers and website owners learn that advertsing should go alongside or around the content percentages matter, if you aregoing to take over my screen, im going to block you, if you sit relatively quietly alongside the story i am reading.. ill allow that.
Newspaper adverts back in the day were placed to suit the editorial and the build of the pages, everyone knows that we go to the content not to the adverts.
I started using adblockers back when the splash pages and pop ups became common so now… i see no ads at all.. (except on my work computer) This page is a good example of effective, non intrusive advertising, if all pages were like this, i might allow ads through and i might actually pay attention.
Oh im old and grey by the way.. not a millenial by any stretch.
Ok so..
Millennials think news is free.
… because it is.
and ads are annoying
… because they are
need to understand that journalists need to get paid
… as the head of trading for the worlds biggest agency you should just pay them
There are a lot of companies making money from fraudulent activities
[edited under Mumbrella’s comment moderation policy]
We’ve always been transparent about the fact that we are a non-disclosed business
… and it’s fine to be honest about lying.
“If we do not perform, then kick us out [of the media schedule], like you do with any other media supplier”
because GroupM won’t cut the profit centre unless the client pulls the budget.
20 per cent of Xaxis’s business now comes from outside of GroupM, with e-commerce players among their biggest clients
& those journalists who need paying really love a DR budget.
The Age, SMH, Herald Sun, and their ilk are just Buzzfeed with older mastheads. Let be honest – you need to provide people with compelling stories and news for them to want to pay for it.
Facebook, Google, Huffington Post and Buzzfeed all manage to get people to engage even with ads. It’s because they’re giving people a meaningful or, at least, enjoyable experience.
So maybe it’s not the ads – it’s the fact that you’re not doing anything to justify suffering through the ads.
But sure – keep whinging about ‘millenials’.
Michel de Rijk and Xaxis are very transparent, we can see right through them.
The crystal set was invented in the 1920s, and most households had television by the mid 1960s. News has been free for some time.
Adblockers can be jammed by sites if they want to. You don’t get many advertisements if you use an up to date browser anyway.