Article

Brad Chuck
Brad Chuck 4 May 2016

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.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Life of a Twitter Influencer [Infographic]

Life of a Twitter Influencer [Infographic]

The following infographic Illustrates the life of a Twitter Influencer and includes everything from earnings, cheatsheets and social movements started on Twitter. While Twitter may not be the most popular social channel it is still one of the most powerful channels to spark online conversation. If you're a Twitter influencer, this infographic is the ultimate guideline to your future tweets.

Chiara Di Rago
Chiara Di Rago 30 November 2016
Read more
50 Chrome Extensions That Will Boost Your Productivity

50 Chrome Extensions That Will Boost Your Productivity

Today you can find Google Chrome extensions for almost anything that you can think about. In the sea of available extensions, it can be a hustle to choose which one are the best for your type of the business.

Aleksej Durdevic
Aleksej Durdevic 29 November 2016
Read more
Digital Marketing - The Wave of the Future

Digital Marketing - The Wave of the Future

With social media platforms like Facebook holding well over 1.6 billion users world-wide (and counting), these digital platforms have become the new marketplace. In order to properly promote business brands and products or services, an online company needs to employ the services of a specialist known as a digital marketer.

Mohammad Farooq
Mohammad Farooq 29 November 2016
Read more