Incisive Business Media has extended its ad recovery programme to the INQUIRER (http://www.theinquirer.net), continuing its partnership with anti ad blocking specialist Rezonence.
Theinquirer.net is the fourth Incisive site to deploy an ad recovery solution, following previous successes with v3.co.uk, investmentweek.co.uk and professionaladviser.com. The approach has delivered a 40% decrease in ad blocker usage, allowing Incisive to recover more than 300,000 ad impressions per month to date.
The IAB estimates that 9.2 million UK adults use anti ad blocking software, and Incisive is pioneering anti-ad blocking technology in B2B media. Approximately 25% of Theinquirer.net’s users have an ad blocker installed, and the company estimates this approach will recover more than 500,000 ad impressions per month.
Incisive is continuing its hearts-and-minds approach to this issue, reminding users that its sites are funded by marketing services, which allows the business to deliver high-quality journalism without a subscription, and requesting users to disable their ad blocker.
“This is a brave move because Theinquirer.net’s audience is very tech savvy,” said publishing director Alan Loader. “We feel it’s appropriate because the brand is funded by marketing services and we aim to deliver a high-quality editorial product. Ad blocking endangers this approach and we need to be honest with our audience.”
Incisive piloted its ad recovery strategy on Theinquirer.net’s sister brand V3.co.uk, and this programme is the latest phase in a major programme of digital investment by the media owner.
The company has rebuilt all its sites on a new responsive platform with major focus on user engagement and ad performance, including a 30% increase in ad viewability – a key performance metric.
For more information contact the INQUIRER’s sales director Paul Harvey on [email protected].