Ad blocking can be great for consumers, but horrible for advertisers. With how many pop ups there can be, there has been an increase in ad blocking apps and technology, which is very attractive to consumers. They are constantly bombarded with ads that are irrelevant or in just too high of a volume. This can present a large problem for advertisers as not as many people are seeing their ads.
– Speeds up user’s browser experience. Displaying ads slows down web browsers. People hate not being able to navigate around the Internet with ease and blocking ads makes it a faster and easier experience for them.
– Protects user from being targeted by programs that track web history. Many people feel that it’s an invasion of privacy to be monitored and then targeted by online advertising companies. They don’t want other people or companies to know what they’re searching for or what they’re interested in. Some feel that this is going too far when their activity is being monitored.
– Affects online publishers and online advertisers. It is often more harmful to the website publishers. The publishers that own websites make the majority of their money from online advertising. If the ad is blocked, the publisher can’t charge the advertiser and lose out on that revenue. Online advertisers are harmed from a decrease in online exposure. The advertisers lose this chance to market to certain users.
Why Blocking Apps Have Increased:
– People are online more and don’t want to be bombarded with ads. They don’t want to be targeted as they assume most ads won’t be of interest to them. This allows the user to only see the content they want and speed up the time it takes to load a page. Another added bonus is that adblockers reduce the data consumption and then save the consumer money as well.
– A huge change that affected ad blocking came because of something Apple released. Apple recently launched iOS9 which has content-blocking capabilities at the operating system level. This makes it easier for developers to program apps that block ads.
– The biggest reason why people may look at blocking ads is for security reasons. Most ads are hosted by third-party sites and their viability may be in question. Some ads may lead to phishing attacks and trick users into revealing confidential information. They can also lead to malicious websites.
– Online ads accounted for 89.5% of total revenues of Google Inc. in 2014 and TechCrunch has concluded that the overall online ad market was at $121 billion for 2014. This is no doubt going to continue to climb. Shopping online is so convenient and with how people are so connected to the Internet all the time, it only makes sense to advertise online as well.
– Blocking ads can hurt the online business industry by preventing their products from being seen.
– Adblocking also affects websites themselves as they are what pays for the infrastructure, content, management and associated staff.
– Free content is accompanied by ads and blocking ads could force your favorite sites out of business.
– It can also affect writers and editors since they earn their livings from online content and ad revenues.
– Many startup businesses rely on ads and blocking them can hurt them from being successful.
How to be Successful in Spite of Ad Blocking:
– You have to find other ways to market your business and be flexible to advertise in other ways.
– Add value. Add value to your ad by offering a coupon. People love to save money and will be more likely to click on your ad if they’re getting a discount.
-Be creative in your marketing strategy. Go back to basics and use a variety of sources to generate business.
– Make sure your ad is in relevant places. You need to be more strategic with how and where you place your ads to increase the likelihood you’ll reach people that will actually be interested in buying something.
– Diversify your advertising and marketing plans. You can expand into social media mentions and word-of-mouth recommendations, which won’t be blocked like traditional ads. You can ask customers to write recommendations to help generate interest.
– Work with advertisers who won’t aggravate users. The Internet Advertising Bureau announced an initiative to create ads that strive to rebalance the “fine equilibrium of content, commerce and technology.” This imbalance is what turned many people off of ads in the first place.
By understanding the reasons behind ad blocking, you can adjust and adapt to a new way of doing business. You don’t want to put all your eggs in the online ad basket, so look into other ways like those listed above to have greater success.