Many of the largest internet companies, such as Facebook and Google, rely heavily on advertising to fund their digital
empires. But today, reaching users online has become a witch hunt.
And it could not be otherwise, as the number of users tired of being impacted by conventional advertising has increased
enormously. Paid ads have become true ghosts that cross the web without a clear objective.
In the early years of mass popularization of the Internet, it was enough to buy space on segmented sites so that
countless users could see the banners on their screens.
With the rise of new media, companies have realized the incredible possibility of promoting their brands on virtually all
major social networks and, in this way, reaching large segments of people.
But all good things come to an end.
What is Adblock
For those who don’t know, ad philippines telegram data blockers (among them, the most well-known AdBlock and AdBlock Plus) are extensions available for various web browsers (Google Chrome, Safari, Firefox and Internet Explorer) that block ads, such as:
- banners;
- pre-rolls on YouTube;
- Facebook ads ;
- pop-ups;
- and all kinds of invasive media.
These blockers prevent the user’s browsing experience from being interrupted.
In this way, ad blockers have kept advertisers awake at night, since they pay for the impression of the ad, regardless of whether the message actually reached the user.
All of this can have a negative impact on the Click-Through Rate (CTR) and if we multiply this number by hundreds of visits, the loss can weigh considerably on the final income.
The only one that appears to benefit from this battle is AdBlock Plus, which charges richer advertisers a fee to join a program that allows for the serving of “more acceptable” ads.
Advertisers’ war against Adblock
On the other hand, the fight against ad blockers redesign and customize the automatically created link has begun. Some sites already display messages asking the user to disable the blocker. Others, more inflexible, block access to the user who uses the program.
Facebook, for its part, is already working to change its ad settings and trick ad blockers with new strategies so that ads can pass through the extension unnoticed.
In response, an Adblock Plus executive stated on his blog that Facebook’s stance is “a dark path against user choice.” However, the only certainty when it comes to ad blockers is their growing popularity.
Ad blocker usage increased by 41% in late 2015, according to a survey conducted by ad blocking company PageFair in collaboration with Adobe, revealing a total of 198 million users worldwide.
This is certainly a very controversial and complex scenario, which has led to the members of the IAB (Interactive Advertising Bureau – an entity that discusses the evolution of Digital Marketing ) meeting to make a decision.
Inbound Marketing: The Solution to Ad Blockers
Despite the rise in users using ad blockers, consumer anhui mobile phone number list opinions about online ads are actually more positive, according to the same survey.
About 7 in 10 respondents said ads have improved in quality to ensure more people are interested in their content.
The reality is that the appearance of AdBlocks is justified by the current moment that digital advertising is experiencing, with the arrival of the Inbound era .
The strategy now is to attract users through relevant and quality content and not overload them with invasive and unpleasant ads.
According to Facebook’s vice president of advertising and business, Andrew Bosworth, there is already a major effort underway to increase user engagement.
Given the vast number of channels consumed by users today, interrupting their experience while browsing the Internet will only take them away from the intended message and create a bad impression on the brand being advertised.
The Inbound era, therefore, demands that companies and advertisers have greater audience segmentation and extreme relevance in terms of the content produced.
In this way, the solution is to motivate the public to engage with a brand out of real interest, which results in ads with greater acceptance by the person and more results for those who invest, which is what really matters.
By offering interesting content that will solve the user’s pain, investment in advertising will therefore be a way to complement the digital communication strategy and not the main means of promoting a brand.