There’s been an advertising freakout this week with the new iOS 9 update that allowed ad blocking on i-Phones. 34% of adults use ad blockers now. It’s 40% among 18-29 year olds. This could cause losses of more than $10 BILLION for publishers…last year, they lost $10.7 billion. But the reason people are turning to ad blockers isn’t because they don’t want to stop seeing ads. Once we all figure this out, we, as content creators, can maneuver around the main issue: Ads on websites ruin the experience
I hate them. You hate them. You click on a link and start to read an article and a pop-up window jumps and loads…and loads…and then the video ad starts to play and you are forced to either watch the whole thing or hold your breath for 5 seconds until you can click past it. These HAVE TO GO AWAY! Pre-loading ads on pages shows that you don’t care about the user experience, you don’t care about the customer, why should they buy from you?
Digging into Your Personal Space
We as advertisers and marketers want all your information. I cannot lie. If we can better determine who is buying from our clients and create content that appeals to you, then we can make sales for our clients. The problem is getting all this data can seem intrusive and first-party data collection on sites, just like pre-loading ads, slows the site down and makes people mad. We might not know who you are, but we know where you’ve clicked, what might interest you and what you like to buy. Millenials don’t like this.
Your Ad Stinks
If your ad isn’t telling a story, isn’t visually appealing, isn’t emotional or doesn’t have a definite call to action, your ad stinks. Think of all the TV ads that you like. TV has it a bit easier because it is video; people like moving images. What if you could transfer that to a banner ad?
The New York Times had an interesting article about how one website saw an opportunity to turn advertising on its site on its head. Basically, brands can create profiles on the website and push their content because they aren’t “technically” ads and can’t be blocked. This advertising allows for great content creation as well as the ability to target people who really want your product – the website is aligned with your product!
It’s not as scary as everyone thinks. Ad blockers are being used, yes. But, you can get around them. Think about content, think about placement. Facebook and Twitter and Pinterest and Instagram and Linked-In as well as Google have perfected interest/behavior targeted ads. It appears social media marketing might have a leg up when it comes to the banners and pop-ups that make so many people angry.