Ever since the internet was young and innocent, advertisements have cropped up as a way for brands and marketers to get access to the huge amount of people logging on every day. The pop-up has served as the bane of many an internet user’s existence, popping up in more and more frustrating situations and in greater quantities. Nonetheless, users have revolted and used ad-blocking softwares to dispel the efficacy of “traditional” internet marketing — namely, the pop-up window.
The era of the pop-up advertisement is all but dead,
and it has everything to do with ad-blockers.
What is ad-blocking?
Simply put, ad-blocking is the process of eliminating any and all advertisements on a webpage — especially those that show up as third-party plug-ins (think “pop ups” or banner ads). This results in pages loading faster, because ad-blockers essentially refuse to load advertisements on a given webpage.
Why are people attracted to it?
It appeals to common sense that users would want the fastest, most distraction-free browsing experience. Using ad-blockers reduces the “white noise” of traditional advertisements encroaching upon the content users want to access. If users are this adamant about not wanting to see advertisements, it speaks to a collective lag on the part of brands to provide compelling and engaging content to get people to listen and engage with their online ads.
When done well, advertisements don’t have to be “white noise.”
What can brands do to counteract the rise of ad-blockers?
The rise of ad-blockers for traditional users, with Apple recently releasing ad-blocking as part of their overall software package, has petitioned companies to market in more profound ways; Companies are now tasked with creating compelling, engaging, and user-centric content. Users are playing a greater role in advertising, rejecting ads that don’t reach them in a way that asks them to participate and be involved in a brand’s “process.” Therefore, companies need to re-focus their marketing strategies on co-creation, user involvement, and overall engagement.
Besides creating more compelling content, what else can be done?
Creating great content is one thing, but there also needs to be a well thought out and executed distribution
strategy for your brand’s content. If you simply create it, it is not a guarantee that consumers will flock to your brand. Developing a robust digital strategy is imperative for any company’s success in an ad-blocking online culture. This means utilizing mediums, strategies (SEO), and resources to reach people where they reside online.
Ad-blockers are making traditional forms of advertisement more difficult, but it hasn’t rendered the entire practice of advertising online as dead. Companies are now being asked to be more creative, to create content which exceeds expectations, and taking residence in places that users wouldn’t normally find them — but are using anyways. There are places to advertise, if your company is doing the right job in seeking them out.