Ad Blocking Technology and What it Means for Marketers
Ad blocking technology has been on the rise since 2012 and has become more prevalent with each passing year. While most marketers might view this as an obstacle to their advertising campaigns, we view it as a way to make the industry better and make ads more useful. Most consumers who block ads do so because the ads are annoying, disrupt browsing and cause the page to load slowly. But as Google’s Larry Page pointed out in a June shareholder’s meeting, search ads are able to get around ad block efforts because they are innately useful to the users seeking information.
As the advertising industry continues to evolve and consumers become increasingly savvy, advertisers need to start with building better ad creative. Ads that help answer questions rather than share irrelevant information or simply flash in your face will improve the user experience in the advertising marketplace. Marketers can also use tactics such as pre-roll, sponsored or native content, and digital out of home to deliver a more in-depth, meaningful experience for consumers. Varied mediums with unique creative and smarter placements will help ensure your ads are not blocked, but viewed.
We have worked with multiple clients to generate creatively designed ads tied to thoughtful placement solutions to make sure ads are not only seen, but are also engaged with and persuasive. We recently saw an incredible response from an interactive quiz ad we designed, built and placed for a client targeting Beltway Elites. It was clickable and persuasive; it encouraged both audience interaction and recall.
Clients and marketers need to be aware of ad blocking. And the best way to tackle it is to design ad creative that aligns with consumer interests and provides a utility. These efforts will help to dissuade users from downloading ad blocking software and keep these important targets in your audience pool.