Advertisement blocker technology has been popular among customers for years, and its presence continues to grow. According to a report from PageFair, the global use of ad blockers increased by 30 percent during the past year.
Customers may be happy with the software, but marketers and publishers are in the opposite camp. Some publishers depend on advertising as a key source of revenue, while others count it as their primary means of paying the bills. Meanwhile, marketers often use display advertising to engage a targeted audience.
However, with ad blockers becoming so common, it's almost impossible to build a marketing strategy without taking this hurdle into account. Here are some tips for adjusting your digital strategy to better consider the implications of ad blockers — and how you might be able to overcome the technology.
Examine How Publishers Handle Ad Blockers
Every publisher responds to ad blockers differently. One popular strategy, according to Business 2 Community, is to call out ad blockers by using a pop-up message that asks the visitor to consider "whitelisting" the site, which would exempt the site from ad-blocking. Typically, publishers try to explain the importance of ads as a critical source of revenue. Appealing to the good nature of customers won't work every time, but it can increase ad exposures and campaign ROI.
Create Ads that Consumers Don't Mind
Not all ads are received the same way by customers. Autoplay and pop-up videos tend to be unpopular, and prestitial ads frequently receive a poor response. Companies should avoid these types of advertisements since they don't create positive brand experiences (even in the best scenarios). It would be wise to take this guidance a step further by ensuring that any ad not only uses an appealing format, but is also eye-catching, relevant to the audience and consistent with the theme and style of the page where it's displayed.
Withhold Content When Ads Are Blocked
An increasingly popular option for content creators is to fight fire with fire. Just as customers use ad blockers to limit their exposure to ads, brands can implement software that blocks access to content if an ad blocker is used on its website.
This can be a risky move if your primary goal is getting the audience to read your content, since some customers will simply opt to leave the site and may not return, but it could pay off. As Marketing Week pointed out, it will be important for marketers to track the reception of this software over time.
Even if the software is successful in getting a customer to drop their advertisement blocker, some may do so begrudgingly — and will be less inclined to make a conversion. In this case, marketers may prefer to advertise without the use of this technology, ensuring that exposures aren't creating bad experiences and cutting into campaign ROI.
Ad blockers aren't about to go away, and there's no simple solution for marketers who are determined to reach customers through display ad content. By focusing on quality content and taking a hard look at where your ads are published, you can minimize the impact of ad blockers and drive better results over time.
