Ad Blockers Will Cost $27bn in Lost Revenues Over Next Five Years, says Juniper
- Friday, July 1st, 2016
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Digital ad spend will exceed $285bn (£214bn) by 2020, according to a report from Juniper Research – up from a predicted $160bn in 2016.
Unsurprisingly, that growth will be driven by mobile, which is forecast to increase its spend at a CAGR of 64.2 per cent over the period.
Equally unsurprisingly, the biggest threat to this growth is ad blocking, which Juniper expects to cost publishers $27bn in lost revenues over the next five years. Thats an undeniably large chunk of change, but its actually only around two per cent of the total ad revenues for the period.
Desktop web blockers are forecast to account for the lions share of lost revenues – in 2020, some 70.2 per cent.
Junipers study also looked at ad blocker users, finding that the majority are between 18-29 and that female millennials are more likely to block ads than males.