For many years, digital advertisers have consistently enjoyed reaping the rewards of their campaigns and strategies. Today, however, they’re faced with something that forces them to go back to the drawing board: thanks to ad blocking technology, consumers can just ignore ads entirely. Suffice to say, it hasn’t been a great couple of years for advertisers! What can you do?
The numbers are bleak. A 2015 Adobe report shows publishers losing $22bn to adblocking in the space of a single year. In addition, there was a 48% increase in the number of Americans using an ad blocker, coming out to a total of 198 million users.
While ad blocking is a big hurdle to overcome, many analysts say that the technology is not the biggest problem itself. Looking for a go-around to ad blocking will only ruin the relationship with the consumer. Rather, advertisers should be more focused on trying out other anti ad blocking strategies to get consumers to their content. Here are some block-beating strategies with regard to other channels that digital advertisers can explore:
Such an anti ad blocking strategy allows for genuine facetime between advertisers and their audience, with the channel being the actual on-site experience of the reader. Your ads themselves need to provide value to the reader, and one of the best ways to do that is by making ads that are also content.
Your mantra here is that content – quality content, that is – is not free. As an example, darken your content to users who have installed ad blocking software to send the message. To further the education, stress on positive measures that you as a content provider make to protect the user experience.
Provide opportunities for readers to buy from your site, so you can reap a better commission income. Also, make checkout as easy as possible: overlong or overcomplicated checkouts are one of the top causes of shopping cart abandonment.
A phrase often used in digital marketing is “10x content”—if you want users to hand over actual money, it’s not enough for it to be better, it needs to be ten times better than the next item down on the Google search results page.
What this means is that you need to go beyond click and impression analytics. The newer anti ad blocking strategies and technology we’re seeing these days stresses the linkup between in-store sales (and inbound phone calls) and mobile ad exposure.
There are ad-blocking plugins made for publishing clients, and these will allow them to use both known and anonymous user marketing profiles as storage for important data. In addition, this also lets the publishers know of each user’s status when it comes to ad-blocking. This information is then passed on the ad partners or even tag management vendors, which will send separate emails to each ad-blocking user as well as give them relevant content, promos, and offers where ads ought to have been.
While it might seem like ad blocking technology is unbeatable, your first instinct should not be about throwing in the towel. It’s a glaring truth that consumers are highly frustrated with all these digital ads mainly because they feel that their lives are constantly intruded into by content providers. As ad blocking looks like it’s here to stay, your only recourse is to employ smart tactics that get around the wall, rather than crashing headfirst into it.
While you’re here, you might want to check out Why Limelight CRM is the Best Platform for Advertisers.
Stay in tune and never miss a post when you subscribe.