Online Publishers Try Reducing Ads to Boost Revenue
For online publishers, more advertising typically means more revenue. It’s why websites are often crammed full of flashing banners, auto-playing videos, content-blocking overlays and widgets recommending sponsored story links.
But some publishers say they’re now taking a “less is more” approach when it comes to placing ads across their sites. Stripping out irritating ad formats and limiting the number of ads forced on visitors can actually result in more engaged consumers and ultimately increased ad revenue, they say.
In early 2016, for example, female-focused publisher LittleThings set a challenge for itself: to remove at least one form of advertising from its site every quarter, but without sacrificing revenue.