The massive growth of the advertising industry has led to several unexpected trends, one of these being the emergence of ad blockers. At the moment, it is estimated that the global usage of ad blockers is situated at roughly 41% in the United States alone.
This challenging trend has encouraged numerous businesses and advertisers to question whether they should change their marketing habits, and how much of an impact ad blocking has on their revenue.
In this article, we will shed some light onto the ad blocking industry by discussing its overall impact on digital marketing trends, and what businesses and advertisers can do to ensure their revenue remains consistent.
Why use an ad blocker?
The arguments here are simple to grasp. The rapid expansion of the digital ad industry has led to the appearance of numerous low-quality and spammy ads that fail to bring value to customers.
For a while, numerous industry members believed that the quality and the way an ad is presented had no influence on its efficiency. Web users thought otherwise.
Statistics show that 81% of consumers have exited a website because of annoying pop-up ads, whereas 72% of surveyed internet users stated that they have negative opinions on brands that rely on pop-up ads.
Overall, it is important to point out that negatively disrupting a user’s browsing experience is bound to further encourage the use of ad blockers. It is definitely understandable that both businesses and advertisers rely on these strategies for customer conversion, brand awareness, and increase revenue, but there are numerous methods through which the impact of ad blockers can be mitigated.
Effective strategies for combating the impact of ad blockers
To kick things off, 30% of marketers believe that outbound marketing strategies are overrated. On the other side, if given a chance, 77% of web users have stated that they would rather use an ad-filter since there are still numerous ads that bring value.
Leverage native advertising
Native ads are known for their ability to infiltrate directly into consumer content. This basically gives users the chance to skip ads if they aren’t interested, while also being immune to ad blockers.
Native advertising strategies have become more popular in the last couple of years, as you can see product placements and demo videos across YouTube, Facebook, and Instagram.
Do your SEO homework
Since Google is responsible for 94% of organic traffic, your business can still sell as many products without disrupting users’ web activity. Proper optimization is difficult to attain, yet you’ll most likely manage to rank well if you follow the best practices in the industry and invest time into learning more about what works best.
Leverage user data for targeted marketing campaigns
Thanks to the wide variety of tools currently available for traffic analysis, businesses can learn more about their customers, thus allowing them to craft smarter ad campaigns that do not annoy users.
While doing this, make sure not to create any irrelevant or invasive ads, since these further encourage ad blocking efforts. Ads should be designed with the user in mind and aimed at providing some type of value, regardless of whether a purchase is made.
Speaking of users, the latest digital marketing trends showcase that personalization is quickly gaining speed, granted that potential customers want to feel important in the eyes of businesses and advertisers.
Trial all types of marketing strategies
Viral marketing, influencer marketing, video marketing, and email marketing are all non-intrusive and potentially high-quality ad strategies that can be leveraged to attract more customers.
By improving the ad experience, expanding your strategies, and diversifying your marketing efforts, you’ll quickly find that you no longer need to rely on pop-up and intrusive ads to sell your products. Keep in mind that word-of-mouth and personal recommendations remain the most efficient marketing method.
Based on everything that has been outlined so far, if advertisers and businesses keep these aspects in mind, the overall state of the digital marketing industry would quickly improve.
Lastly, remember that ad-block proof websites may be effective, but it’s likely that users will avoid returning or purchasing the advertised products. In the scenario that ad-blocking expands even more, rest assured that digital marketing and ad blocking can certainly co-exist.