What to do about ad blockers?

Halle Berry accept her Oscar for Best performance by an actress in a leading role during the 74th Academy Awards at the Kodak Theatre in Hollywood 24 March 2002.  AFP PHOTO  TIMOTHY A. CLARY
As a marketer, I know the thoughts that are going through your head. Adblocker?! What. Why. How.

The initial shock that comes with hearing that so many users are blocking ads completely needs to be felt and then quickly overcome.

According to software company PageFair, ad-blocking grew globally by 41 per cent year-on-year with 198 million monthly active users for the major browser extensions as of June 2015. With an estimated loss of global revenue due to surpass $21.8 billion in 2015, according to PageFair, the economic impact of ad blocking is creating major disruption.

So what to do? It’s simple really.

Let’s start at with the basics. This problem is only occurring because internet users are telling us that they don’t like those pesky ads, and not only are they intruding on them, they are even going as far as annoying them! That’s not the point of advertising. The point is to put the right message, in front of the right person at the right time. But if a piece of advertising is so aggravating that it is causing users to download software that blocks it. Clearly it is not the right time, place or person!

So how to overcome this? Create content that your consumers want!

With the power of social media, blogging sites and press sites, if you have quality information that you are willing to share, the people will hear you! Give your consumers exactly what they want. Give them the answers to the solution while getting your brand out there. Become a trusted source of information, a thought leader and your brand will prosper! Just as a completely unbiased example – video is a great way to do this! And animation is a really inexpensive and easy way to do this!

The only other option is if you really are a publication who relies on banner ads to pay your writers salary. In that case you have 2 choices. The first choice is to create a platform similar to Facebook, where the ads are built into the feed and they become part of your content. The other option is to do what some websites have just started doing which is picking up the adblocker software and asking for something in return for that person using an adblocker. Either a subscription or recommending that the adblocker should whitelist that website – where the ads on that site would not be removed because people are happy to have them there in order to receive the content!

So there you have it! Either you can make damn good content that doesn’t need banner ads OR you are a publication who can work around it. In the end, it’s not the end of the world!



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