Those in tune with internet circles can tell you one thing: ads are unpopular. They’re clunky, time consuming and sometimes a little scary, especially for fans of the most recent season of South Park. It is of no surprise then how popular ad blockers, specialized web browser applications designed to remove ads from web pages, have become. The web browser Opera went so far as to incorporate an ad blocker into its very functioning. These programs are the digital equivalent of reading a newspaper that is solely news – no movie promotions, holiday deal alerts or home listings. So what does this mean for advertisers? In the high paced world of internet marketing, either move with the trends, or perish.
Milton Freidman told us that there is no such thing as a free lunch. All the “free” content we enjoy online costs something, and ads are there to ameliorate the cost. Ad blockers are for those who have their cake and want to eat it too – they love how easy to view their favorite content is, but hate being inconvenienced by the promotion that keeps it “free”, and that mentality is hurting some major content providers.
In France, newspapers, which have historically been funded through ads in print and online, protested that ad blockers cost them revenue are locking ad blocker users out of viewing their articles. Will this be an effective strategy or will news seekers use less “vindictive” media outlets? We will have to wait and see.
Suppose however, you are a company that fears losing clientele and is hesitant to deny ad blocker users access to your site. You realize “annoying ads” are not the sole reason internet users use ad blockers – fixed data plans are another factor at play, which you cannot control. What are you to do? Innovate.
Innovation takes time and money, but luckily such time and money has already been put into this technology, and it is waiting for you to use it. Writing on LinkedIn, Toon Vanparys reveals the innovation which will save advertising online from ad blockers – real time, personalized data. The modern consumer does not want to hear how great a product or service is, they want superiority proven to them. Consumer driven prompts will be the future of ad placement with the help of e-ssistants. In essence, this means Siri could recommend to an Apple user their favorite (based on browsing history of social media sources like Facebook likes) restaurants nearby if asked the question “where can I eat lunch”.
For advertisers seeking such clairvoyance, NPAW’s YOUBORA platform can assist them in the data based decision making the online marketing revolution will require. Through real time, complete insights you can get ahead of the competition and ensure your target customer is seeing your ad, not blocking it.
Just another thing to think about from us here at NPAW.
Image Courtesy of Shutterstock
James Noeker on April 01st 2016
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