To someone not connected with online sales and marketing, ads can be a bothersome annoyance. Most people become blind to the box in the upper right, and skip over banners without even noticing them. This ad blind evolution is a difficult battle to overcome, but there’s another growing enemy that marketers now face and its called ad blocking.
Software developers are finding new and innovative ways for internet surfers to avoid ads and popups. These plugins might increase the user experience, but they are also making it more and more challenging for marketers to get exposure to their target audience and get that much-needed sales turnover. With public pressure on the rise, the future of online ads looks stormy, and 2017 will dramatically change how the marketers of today do things.
Ad Blocker Nations
The number of people using software to block ads continuously and consistently rises every year. Projections indicate AdBlocker users in the U.S. alone will rise from 2016’s 47 million to over 80 million by the beginning of 2018. Worldwide almost half a billion people use Ad Blocking software and those numbers are likely never to fall.
CivicScience has already produced several insightful case studies about people using Ad Blocker Software. Interestingly, Hispanics and African-Americans are more likely to use Ad blockers on their desktops than Caucasians. People aged 25 and above who are living in a higher income bracket are noted to use Ad Blocker software on their mobile devices the most. While the big picture is interesting in itself, it is only a very generalized indication of what we marketers are facing.
Getting Around The Blocker
Some are saying that the most effective solution for getting around the blocker is to create ads that don’t disturb the user. The Well-placed and creative advertising removes the need for downloading and installing the software in the first place, but this theory has caused a rift between marketing professionals. Some say disguising the ads so they are no longer recognizable to blocker software makes the ads themselves ineffective and therefore a complete waste of time and money.
Another solution is to go with sponsored content. This is best done in a blog post that is informative, useful, and one long and affirming Ad. You then pay to get your post published as an article. You get to add links to your sales page directly in the text, and you get to showcase your product in a favorable light.
Then there’s paid reviews. Reviews are an “unbiased” and in-depth appraisal of a product, and its value. It is the online equivalent of the shop assistant taking it out of the box to show you, and it can be very effective in assuring the buyer that what they want… they will get! You can also promote your products by creating contests with prizes, or use social media to sponsor articles.
The Newest Solution
Content recommendation tools can also significantly improve exposure without triggering software that will recognize, record, and block your Ads. In-tag is an excellent content discovery tool that uses visitor’s intent signals to insert the targeted content into text tags placed in discrete locations on the page. In-tag can recommend your own content and is a very effective way to increase visitors durations and consequently SEO. Registering your site with In-Tag can help you get better placement for your own ads on any compatible site, which can dramatically drive up clicks and consequently sales. This friendly tool then places targeted ads to the right customers in just the right locations. The increased exposure is not generalized, and the conversions on your ad campaigns will be much higher.
Being creative and using all the tools available is always the right way to go, but being tasteful with your ad placements will limit the need for people to install ad blocking software in the future. Change is a guaranteed factor, and being innovative is the only way to survive in the fluid industry of online marketing.