PPB April 2018

AD-ITIVES DIY Ad Blocking Google launches its own efforts to reduce advertising clutter on Chrome. On February 16, Google took the revolutionary step of joining ad blocker software and apps by instituting its own ad‑blocking efforts on the Chrome browser. Designed to weed out ads that overwhelm users, and therefore bring “balance” to the internet, Google product manager Ryan Schoen told online tech publication CNET that the browser blocks ads that cover more than 30 percent of phone screens, cover screens completely, show countdown timers, autoplay video with sound, use “sticky” panels that don’t go away and ads that pop up to cover part of a screen. Adding this move to the reality that 31 percent of all consumers report using ad‑ blocking software means digital advertisers must yet again come up with a way to reach target markets. Ongoing means of ad diversification include native ads—paid media that blend in with a publisher’s website—as well as their sister effort, sponsored content; interstitial ads that appear at timed intervals in video or game play, completely covering the host app; and the old standbys, email and e‑newsletter ads. Additionally, major publishers such as Wired magazine, The Washington Post and The New York Times have embraced paywalls to recover some of the revenue lost to ad blocking software. TECH TALK More ThanWords Rotary International uses virtual reality to share work with convention attendees. Even the most engaging speaker can only be so effective at reaching audiences with a message. Rotary International, a global nonprofit service organization, recognized this shortcoming and instead employed virtual reality (VR) at its 2017 conference to help attendees truly connect with the stories of the people served by Rotary. Rotary officials sought to engage audiences with a simultaneous VR film about the group’s work to eradicate polio worldwide, but the vast array of devices and apps used to view such technology numbers in the thousands, so Rotary staff worked tirelessly to ensure attendees could view the film. Attendees were encouraged to visit a VR help booth on‑site, where they would receive a branded pin in exchange for downloading the content. In all, 2,000 attendees used Rotary‑ branded Google Cardboard viewers to watch the film. Going forward, Rotary hopes to offer VR events in smaller settings so that organization officials can get immediate feedback from participants and encourage discussions about the group’s international work. by Jen Alexander 62 | APRIL 2018 | THINK