Fighting Back: How to Respond to the Rise of Ad Blocking
If 2015 was the year when ad blocking become popular, 2016 is looking like the year when
everybody is installing ad blocking software on their computers and mobile devices says a popular
The rise of anti-marketing programs has made it evident that both, brands and marketers haven’t complied
with consumer expectations when it comes to meaningful, timely content.
Ad blocking is a problem not only for publishers, who risk losing revenue, and advertisers who
need to get their messages in front of consumers, but also for marketers as well. If they want to
survive in this new market, where the consumer is all-powerful and can block your message with
a touch of a button, they need to improve their marketing strategies. Instead of disrupting
consumers’ online experiences, they should focus on creating content that feels native and helps
consumers achieve their goals.
Why People Block Ads
One of the main reasons people block ads is because they are annoying and intrusive. After all, a
banner stands in the way of the content they are trying to see, so there’s no wonder that they
close it immediately, without giving it a second thought.
Here are other common reasons, why people block ads:
● They are disruptive;
● Most of them can infect your device with malware;
● They affect load time and bandwidth usage;
What can you do, to ensure that your messages won’t end up behind an ad blocking wall? Here
are five things you should adhere to.
1. Focus on Knowing Your Audience
Marketers and publishers alike should focus on delivering more relevant advertising and
personalized experiences to their audiences. They can create rich user profiles by analyzing user
data across multiple devices and channels, and ensure that advertising messages are better
delivered to the people that want to see them and when they want to see them.
For example, if Mark from Santa Monica really enjoys surfing, marketers should be able to
identify this through monitoring his behavior. Does he share an article about a pro surfer who
broke a new record? Does he research the latest surfing equipment on his phone? Does he open
an email to subscribe to contest for a new surfboard from a renowned brand? By identifying
these habits, you will be better prepared to approach customers on their own terms.
2. Understand the Impact of Ad Blocking Programs
You need to pay close attention to how your content and paid ads are being displayed, both with
and without ad blocking software. Some ad blockers can block even non-sponsored content by
accident and impact your customers’ experience. Make sure you know what your consumers are
3. New Ad Formats Will Emerge
Most publishers rely on online advertising to support their business. But, as ad blocking is
growing in popularity, they need to rethink the traditional model and come up with innovative
ways that don’t disrupt the user experience. It’s expected that publishers will test new ad formats
that are more engaging and can’t be blocked very easily. For instance, you can expect to see a
rise in paywalls and the mobile app adds.
4. Advertising Needs to Get Better
Companies need to recognize that advertising must change if they want to reach consumers.
They need to hire marketing professionals who can create compelling ad content which is
meaningful and delivers value.
This new approach will likely open the door to native advertising. Instead of pouring marketing
dollars into pop-up and banners, companies need to invest more in quality advertising content
that matches a publication’s editorial standard while meeting the audience’s expectation.
5. Consumers Must Decide If They Want to Pay for Quality Content
We grew with the idea that almost everything that’s on the Internet, is free. But, as we get
bombarded by information every day, most people are coming to the realization that finding
quality content becomes increasingly difficult. Consumers nowadays face a tough decision: are
they willing to pay for quality content?
At the end of the day, you risk losing valuable customers if they feel that your message is not
tailored to them. Investing in banners and pop-ups is likely to annoy your prospects and turn
them away from your company. But, by prioritizing the customers’ experience, making better
use of behavior data, and creating advertising that feels native, you stand a chance against ad