After its launch in June 2017 for publishers from North America, the United Kingdom, Germany, Australia and New Zealand, Google's mailer on funding choices now extends to 31 other countries.
The program was created as part of Google's "Coalition for Better Ads" efforts to help publishers recover lost revenue from ad blocking issues. The Funding Choices platform allows publishers to post one of the following three messages to site visitors with the help of an advertising blocker:
- A reprehensible message that does not limit access to the content.
- Rejecting message that counts and limits the number of pages visited per month, which is determined by the site owner.
- Message blocking access to content unless the visitor chooses to see the ads on the site or pay for access to the content either through the site's subscription service or via a subscription that removes Ads via Google Contributor (alternative paywall developed by Google)
The subscription service option is a new addition to the funding choice messaging that Google says it's just starting to test. Google shared the following images to show how each message would be displayed.
Invalid message not restricting access to content
Unacceptable message limiting access to content
Message blocking the content until the user pays for access
In February, Google officially started blocking intrusive or "bad" ads by default in its Chrome browser as part of its commitment to the Coalition for Better Ads. According to Google, publishers who use messaging of choice of funding since its launch last year find that 16% of visitors choose to allow the posting of ads on their site, with some publishers getting a rate response rate of up to 37%.
Last year, eMarketer reported that about 25% of US Internet users were using an ad blocker on their desktop computer at the end of 2016 and 9% on their smartphone. The same report, released in March 2017, projected that the use of ad blockers would rise to 31% on desktops and 13.8% on mobile devices by this year.
A survey of 1,000 US Internet users, published in May 2017 by AdBlock Plus and Global Web Index, revealed even higher blocking figures, with 40% of respondents saying they used an ad blocker on their website. laptop or desktop month, and 22 percent on mobile.
"Advertising blockers designed to remove all ads from all sites make it difficult for publishers with good advertising experiences to maintain sustainable business," writes Varun Chirravuri, Google Product Manager. "Our goal for Funding Choices is to help publishers get paid for their work by reducing the impact of blocking ads on them."
In the last month, Google reported that more than 4.5 million visitors had the opportunity to authorize an ad via a fundraising message, which resulted in over 90 million additional paying pages.
You can find the complete list of countries and languages currently supported by the funding choices on the Google Funding Choices Help page.