Why Ad Blocking should be Cheered not Feared
Dispelling the myth that adblocking is the beginning of the end for programmatic reliant publishers
A straw poll of digital publishers and marketeers at MWL2016 suggested nothing out of the ordinary. The term and phrase 'Ad Blocking' was merely dismissed as a myth as Programmatic technologies reached record audiences and produced millions of pounds in profit for leading traffic rich websites.
Of course, the juggernaut that is automated buying and selling of digital ads continues to dominant the minds and plans of big businesses looking for the ultimate brand awareness campaign or looking to monetize web assets via DSP's and the like - but who really could have seen the sheer panic displayed at last years AOP conference when the true results of Ad Blocking came to the table?
A 10% loss in profit may be small fry to any SME, but a powerhouse publisher? Heads have indeed rolled recently and we are seeing more and more savvy consumers take up the option to block unwanted, offensive and inappropriate digital ads from their viewing pleasure.
But what right do they have? Unless subscription paid the content they consume is FREE - so in order to pay for the publishing process display adverts are funding the website. It is an essential point, with a number of mainline publishers now blocking those consumers with Ad Blocking technology. Blocking the Ad Blockers.
Surely this is the perfect moment to finally think away from standard display advertising - understand that the CTR rate is non existent and realise that behavioural targeting is not yet 100% correct....lets go NATIVE
This is where digital marketers need to shine. Content is king, so let that king rule. Content Strategy and delivery is the perfect way to engineer positive and effective results via viral and native marketing. What you need is an idea, a concept, and then a process of elimination to build the perfect, display ad free campaign.
This should be seen as a challenge - creating bespoke campaigns that are delivered to the right audience at the right time....and campaigns that can be engaged with and consumed by the audience. It is time publishers and marketeers stood up and showed us what they can really do. My Ad Blocking Apps are downloaded and ready to see what you think you can show me.