When you flip past the ads in a magazine, change the radio station to avoid hearing advertisements, or wait until a commercial break on TV to leave the room, you’re deliberately skipping ads. Today, technology makes it easier than ever for consumers to avoid exposure to ads altogether.
In addition to paid subscriptions on music and video streaming platforms and “reader view” browser options, consumers have turned to ad blockers to prevent having to look at ads. This practice has become the norm rather than the exception. In fact, some browsers like Chrome and Safari make ad blocking the default setting. What’s an advertiser to do?
Capabilities of Ad Blockers
Not only can ad blockers prevent advertisements from showing up on a page, but they can also scan sites for specific keywords and block them. For instance, ad blockers may blacklist the word “sponsored” and all corresponding content.
Audio ads on podcasts and in-app engagement ads are unaffected by ad blockers – for now. But with steadily advancing technology, it’s a safe bet that even these channels will face some challenges in the future.
Why Consumers Use Ad Blockers
Today, 615 million devices exploit ad blocking software, and the number is only increasing. What’s driving this trend?
The primary reasons for blocking ads include disruption to the viewing/listening experience, the irrelevancy of the ads and general annoyance. Seven out of 10 respondents to an eMarketer survey said they see the same ads over and over again, and more than 50 percent said they frequently see ads for things they’ve already purchased. These ineffective advertising methods drive consumers to block ads.
How to Effectively Handle Ad Blockers
Advertisers must adjust their digital marketing strategies or risk a significant decrease in their reach. However, some methods of countering ad blockers are ineffective. For example, withholding content unless a user disables their ad blocker doesn’t work – three-quarters of visitors leave the website instead of obeying this request.
Here’s a look at more effective methods you can try:
- Improve the ad experience: Focus on creating more engaging content with relevant messages that appear when consumers truly need it. This perfect delivery method begins by eliminating forced-view pre-roll ads and giving users control of the experience with skippable formats.
- Market to your target audience: Maximize current technology and deepen your understanding of data to help you target relevant audiences. This allows you to control ad frequency and prevents showing ads to customers who have already made a purchase.
- Work with a media buying agency: Marketing in strategic ad space can help you align your content with your audience. Partnering with a media buying agency makes this goal easier to achieve.
If digital marketing is to remain a core part of your advertising strategy, you must put these tips to good use. Let John Manlove Marketing & Communications help you streamline your marketing efforts. Contact us today at 281-487-6767 to learn more about what we do.