For many years, digital advertising mavens 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: ad blocking. These days, power is now in the hands of consumers, thanks to ad blocking technology. This keeps digital ads, like banners as well as display ads from popping up on different device screens. Suffice to say, it hasn’t been a great couple of years for content providers. Thanks to the discovery of such a digital Achilles heel!
And the numbers provide evidence that results are on the bleaker side of things. To illustrate, a 2015 Adobe report shares that almost $22 billion in costs were incurred by publishers in the same year. In addition, there was a 48% increase in the number of ad-blocking use by Americans, coming out to a total of 198 million users.
While ad blocking is one big hurdle to overcome, many analysts say that the technology is not the biggest problem itself. Rather, advertisers should be more focused on trying out other strategies to stay afloat and recoup losses. Looking for a go-around to ad blocking will only ruin the relationship with the consumer. Here are some ad blocking strategies with regard to other channels that digital advertisers can explore:
1. Consider native advertising as well as sponsored content. Such an approach allows for genuine face time between advertisers and their audience, with the channel being the actual on-site experience of the reader. It lets pages viewed in apps to load faster and enhances the overall user experience by way of top quality content that’s read for several times.
2. Shed light on the consequences of ad blocking. 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.
3. Introduce purchase-worthy content and products. Provide opportunities for readers to shop the stuff on your site for better commission income. Also, do a checkout for an easy peasy experience to open up more channels for selling items of other retailers.
4. Churn out high-quality content that consumers will want to pay for. Your publishers should spend double time on producing entertaining, relevant, and captivating content that creates engagement from targeted consumers.
5. Go for mobile ad exposure attribution by way of purchases. What this simply means is that you need to go beyond click and impression analytics. The newer advertising technology we’re seeing these days stress on the linkup between in-store sales (and inbound phone calls) and mobile ad exposure.
6. Be informed with ad blocking actions take place, and work to recapture your user. There are ad-blocking plugins made for publishing clients, and these will allow them to use both known and anonymous user 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 users as well as give them vastly 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 very much infiltrated by content providers. As ad blocking looks like it’s here to stay, your only recourse is to employ smart tactics that reduce the threat of ad blocking to something equal to a challenging, yet highly manageable hurdle.
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