Advertising is a regular part of most people’s day to day life. From bus stops to labels on clothes, social media to the radio in the car, we as consumers are exposed to between 250 and 3,000 advertising messages a day according to Houck and SJInsights. This seems a drastic leap, especially when taken into consideration that consumers only notice a small fraction of these (153), with even less being noted or remembered (12).
These figures don’t just represent digital advertising, but advertising as a whole. With this in mind, digital advertisers have even more to contend with, especially with the rise in popularity of ad blockers. By 2017 digital ad spend will reach over $37bn in the US alone say Clickz, but ad blockers will create a loss of $20.3bn in ad revenue. One of the reasons that many utilise ad blockers is due to the delay in page loading speeds that ads can cause; Jim Edwards from Business Insider is adamant that slow loading speeds are often down to the adverts on the page rather than the publisher of the page itself. Not only are advertisers missing out on revenue from blocked ads, but slow loading speeds of the ads are leading to further losses. For those that do not use ad blockers, if an ad hasn’t loaded by the time the page has then the impact is lost.
This can be said to be especially true for video advertising; while it is becoming increasingly popular on social media sites, especially when the content is compelling, video can hugely slow down page loading speeds. Ad publishers need to be able to provide content that loads in minimal time, so as not to affect the page loading speed or the chances of the advert itself not being seen by the audience. This is where a CDN steps in: delivering these ads through a CDN will decrease load times and create a more reliable connection with the end user. Keeping your content cached in an edge server nearer to the end users allows the content to load faster, meaning your ads won’t slow down page loading times as much as they would without one.