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Fighting Back: How to Respond to the Rise of Ad Blocking

Internet Technology

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

IT company in New Jersey.

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

seeing.

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

blocking.

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