Anti-Adblocker Initiative: BILD tests the subscription model ‘BILDsmart’




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13.10.15

Anti-Adblocker Initiative: BILD tests the subscription model ‘BILDsmart’

To press release overview

From now on, BILD is testing an anti-adblocker model: In order to be able to access content from Germany’s largest multimedia brand, adblocker users have the option from now on to turn off their adblocker for BILD.de  or to purchase a monthly subscription. With "BILDsmart", at 2.99 Euros per month, fixed internet and mobile access to BILD.de will be almost ad-free and with a loading time, which is up to 50% faster. Those who do not turn off their adblocker, or those who do not pay the subscription fee no longer have access to any content from BILD.de.

Donata Hopfen, chairwoman of the BILD Group Management Board: "BILD is responding to the increasing adblocker usage by testing a new service. We are hereby offering two options to our readers: turn off the adblocker or try our new subscription to 'BILDsmart' – otherwise, you will not be able to see any content. In this way, we are meeting various user requirements and the requirements of the advertising market, which is very relevant for us. Even on the internet, journalistic services need to be financed via the two well-known income streams – advertising and revenues stream –in order to continue to offer independent journalism."

When they are surfing on BILD.de, users, who have turned on an adblocker, will receive a request to turn off their adblocker for BILD.de or to subscribe to 'BILDsmart' with a few clicks. The subscription costs 2.99 Euros per month and can be cancelled each month.  Within the framework of the Anti-Adblocker Initiative, BILD will try out various methods and also test the integration of the so-called "adblocker wall" – a window, which will inform readers who have their adblocker turned on about the ‘BILDsmart’ option at various entry points on BILD.de.

Due to the increased use of the adblocker service, the revenue stream via the advertising market for all online journalists is in jeopardy.  Axel Springer has filed a lawsuit against the adblocker service 'Eyeo' and is lodging an appeal against the first judgement of the Cologne District Court. Axel Springer finds the business model of adblocker services to be unlawful. This applies to both the blocking of advertising on publishing websites as well as to the ’whitelisting’ service, which publishers can pay for to free themselves of the advertising block, which is an extortionate approach according to Axel Springer.

Press Contact Axel Springer SE:
Sandra Petersen

Tel: +49 30 2591 77613