Digital Advertising In An Ad Blocked World
What is ad blocking?
Ad blocking is nothing new, the capability has been around for a while, but Apple’s announcement two years ago introducing content blocking onto iOS 9 struck a nerve with publishers and advertisers alike.
The term “Ad blocker” is a universal phrase for any sort of software or hardware that can remove ads from websites. Popular browser ad blockers such as AdBlocker Plus, AdGuard and UBlock Origin are simple to install on Google’s Chrome and Mozilla’s Firefox browsers. You can even find ad blocking tools that are specifically dedicated to mobile ad blocking.
Why do consumers use an ad blockers?
Ads can be annoying when all you want to do is read an article. They can slow down a webpage as ads load up, take over a home page, and even distract you with sound and video. A pesky ad has made us all chase an article up and down the screen at one time or another.
If you don’t want to be tracked by advertisers you’ll be happy to know that running an ad blocker will also prevent third party tracking tags from loading and following you around as you surf across other sites.
Why are publishes hurt by this?
Publishers like the New York Times, and Wired think ad blockers are a problem because they depend on the ad revenue to continue investing in quality writers, editors, and photographers. Its simple math focused on the bottom line. Publishers depend on advertising revenue to fund and support their online publications.
What can advertisers do?
Advertisers can take a proactive approach to improving their advertising practices. Leading international trade associations and companies involved in online media formed the Coalition for Better Ads to improve consumers’ experience with online advertising. They realized consumers were growing increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing. The Coalition for Better Ads leverages consumer insights and cross-industry expertise to develop and implement new global standards for online advertising that address consumer expectations. The Coalition has developed initial Better Ads Standards for desktop web and mobile web for North America and Europe, based on comprehensive research involving more than 25,000 consumers.
Is Facebook immune to ad blocking?
Facebook is the digital advertising elephant in the room, their massive audience spends 50 minutes a day engaged on the ad platform. Facebook now has 2 billion monthly active users, with about 1.7 billion engaging on a mobile device. This mobile audience is important to note, while Facebook was vulnerable to ad blockers when most users were logging into Facebook on a desktop, they’ve fared well in the shift to mobile. The ads within the mobile Facebook app can’t be removed by ad blockers. They’re served up by Facebook servers without the typical identifiers. Facebook also shifted the focus of their ad placement from the right rail into the newsfeed where it’s immune to any blocking at all. Advertising professionals are quickly learning the Facebook has emerged with a leg up on common display advertising.
What now?
With the use of ad blocking software on the rise, and Apple and Chrome encouraging the measure, it is clear that blockers are not going away anytime soon. Advertisers and publishers need to think about crafting their marketing strategy with ad blocking in mind. They can’t get caught playing checkers while everyone else is playing chess. I recommend weaving in a considerable budget for a social media advertising strategy that specifically focuses on Facebook and Instagram. It should be rounded out with a holistic SEO and paid search strategy that compliments each digital marketing channel. Keep this in mind, and don’t be caught leaving your king unguarded.
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