What is Adblock and why ad blockers are advertisers’ nightmare! – WAU
Many of the world’s largest Internet companies, such as Facebook and Google, rely heavily on advertising to finance their digital empires. But today, reaching users in the online world has become a witch hunt. And it couldn’t be different, with the number of users tired of being impacted by mainstream advertising increasing alarmingly, paid ads have become […]
Many of the world’s largest Internet companies, such as Facebook and Google, rely heavily on advertising to finance their digital empires.
But today, reaching users in the online world has become a witch hunt.
And it could not be otherwise, with the number of users tired of being impacted by conventional advertising increasing alarmingly, paid ads became real ghosts roaming the Web without a certain goal.
When the Internet reached its first years of mass popularization in London, it was enough to buy spaces on targeted sites for countless users to start seeing various banners bouncing on their screens.
With the emergence of new media, companies are faced with the incredible possibility to promote your brands on virtually all major social networks and reach a large portion of people at the same time.
But everything good is short-lived.
What is Adblock?
For those who don’t know, ad blockers – among them, the best known AdBlock and AdBlock Plus – are extensions available for various internet browsers (Google Chrome, Safari, Firefox and Internet Explorer) who perform ad blocking, such as:
- Pre-rolls on YouTube
- Facebook advertisements
- and all kinds of invasive media
This prevents the user’s browsing experience from being interrupted.
In this way, ad blockers have taken advertisers’ sleep away, since you pay for the advertising impression even though the user has often not been reached by the message.
All of this can still have a negative impact on the Click-through Rate (CTR), and if we multiply this account by hundreds of views, the loss can weigh considerably on the final revenue.
The only one that seems to benefit from this battle is AdBlock Plus, which charges more “robust” advertisers a fee to let them participate in a program that allows some more “acceptable” ads to be published.
The advertiser war
On the other hand, the fight against ad blockers has already begun. Some websites already display messages asking the user to disable the blocker.
Others, more inflexible, block the access of the user who uses the program.
Facebook, in turn, is already working to change the configuration of its ads and trick the blocked ones through new strategies so that advertisements can pass through the extension unscathed.
In response, an Adblock Plus executive said on his blog that Facebook’s stance is “a dark path against user choice.”
But the only certainty when it comes to ad blockers is their growing popularity.
The use of blockers increased 41% by the end of 2015, according to a survey by PageFair (anti-ad blocking company) together with Adobe, revealing a total of 198 million users worldwide.
Without a doubt this is a very controversial and complex scenario, which has led the members of the IAB (Interactive Advertising Boreau – an entity that discusses the evolution of the digital market) to meet by the end of 2016 so that a decision can be made.
The solution in Inbound
Despite the increase in users using blockers, the view of consumers in relation to online ads is, in fact, increasingly positive, according to this same survey.
About seven out of ten respondents said that the ads have improved in quality to ensure that more people are interested in their content.
The reality is that the emergence of AdBlocks is explained by the current moment experienced by digital advertising, with the arrival of the Inbound era.
The strategy is now attract the user through relevant and quality content and don’t oversaturate it with obnoxious and invasive ads.
According to Facebook’s vice president of ads and business, Andrew Bosworth, there is already work to raise awareness of user interest.
“In the past few years, we’ve worked to better understand users’ concerns with online ads. What we hear is that people don’t like to see ads that are irrelevant. ”
What Michael Gundlach and Michael McDonald, creators, respectively, of Ad Block and AdBlock Plus realized (and that many brands and advertisers still seem to be unaware of) is that the user no longer wants to consume media sitting on his sofa, passively.
The current consumer seeks information that interests him and that resolves doubts and questions that arise in his daily life.
Given the immense number of channels consumed by the user today, disrupting your experience while surfing the internet will only take you away from the proposed message and cause a bad impression in relation to the advertised brand.
The Inbound era, therefore, demand from companies and advertisers for greater audience segmentation and extreme relevance regarding the content produced.
In this way, the solution is to motivate the public to engage with a brand out of real interest, resulting in ads with more acceptance of the persona and more results for those who are investing, which is what really matters.
By offering interesting content that will solve the user’s pain, investment in ads will therefore be a way to complement the digital communication strategy and not the main means of promoting a brand.
Like this, ad blockers will lose their usefulness, since the message will only be sent to those who want to receive it.
In exchange for all this work, advertisers will stop focusing only on having customers to gain followers (the famous brandlovers), people who will be willing to share useful and relevant content that will invariably be associated with smarter brands with more personality.
Want to learn how to attract your customers with amazing content? Well, download our Content Marketing Encyclopedia Ebook and avoid ad blockers!