End users are always looking for ways to avoid advertisements. Who would like to let an ad disrupt their favorite Movie experience?
There are entities who have been creating tools to fight such advertisements that they consider abusive or just plain simple annoying. This has now resulted in the creation of AD BLOCKERS. Yes, it’s true that intrusive ads can be annoying, disruptive and the data collection that happens does raise many privacy concerns.
At the same time, the digital ads also do support the free content creators and publishers and help them reach their target audience. Ads do help generate the much needed advertising revenue that keeps most of your favorite sites up and running. For the benefit of content creators, advertisements nowadays access a large amount of data for a better-targeted advertising.
And now, how does an ad blocker work? And therefore, what’s the best way for the content creators and the online publishers to reach their target audience when a potential user has an ad blocker turned on?
What are ad blockers and how do they work?
Ad blockers are software plugins that lets you block annoying ads and keep your personal data out of the marketing databases. They also protect you against virus-ridden ads.
You can get them in the form of downloadable programs or extensions of a web browser.
Ad blockers are like filters that block out content on a web page. When your page is loading, it quickly checks the site’s scripts and compares them with a list of scripts it was built to hide/block. And if any match, they are blocked. Few popular ad blocker extensions are AdBlock, AdBlock Plus, uBlock.
Some Ad blockers nowadays can differentiate between acceptable and non-acceptable ads and do provide a choice to the ad-blocking users. However, most don’t and all the advertisements get penalized equally.
Adblocker softwares target pop-ups, full-screen ads, billboards, those annoying auto-playing video ads and in most cases even the banner ads.
Who uses ad blockers and why?
According to a survey that was conducted, users agree that the issue with the ads is not the advertisement itself but actually, it’s with the size and positioning of the ads and how they disrupt their online experience.
There were essentially two main reasons for the users to start using the ad blocker extension or software;
- Their computers were infected with a virus.
- They were made aware of the ad blockers (AKA annoying content blockers) and then they started using it.
While revenue generating content creators may not love the Ad-blocking software and technology, end users most certainly do.
Types of ads that drive the user to go in for an ad blocking software.
If your ads don’t fall into any of the above-mentioned categories, you’re safe. But if they do, you can expect the blockers to block all of your ads. So, make sure your ads agree with the Better Ads Standards. For that matter, you can even check your site in Google Search Console. If you see “Status: Not reviewed,” then your site isn’t in violation.
Are Ad Blockers Affecting Your Income? ( And what you can do about it)
More than 50% of the users are now using some kind of an ad blocking software and all the bloggers and content creators who rely solely on advertising to monetize their brand and digital assets: these third-party ad-blockers are certainly affecting their income.
Yes, you know that if your ads are in compliance then you needn’t make any changes or worry about ad blockers, however if not then you might need to shift from an old advertisement strategy and need to look for an alternate strategy that would help avoid any losses that is being caused by these ads blockers.
What can advertisers and publishers do to circumvent the ad blockers?
There are a few things you as an an advertiser and a publisher can try to do to improve the visibility of your ads.
1. Advertise in mobile apps
Mobile applications are immune to the ad blocking technology so far. So find a way to target iOS and Android users.
2. Use “AdBlock gates”
You can set a gate to prevent the ad blocker users from entering your website until they have disabled their ad blocker. This is another way to improve your ad visibility.
3. Try sponsored content
This is a form of ad that is co-created by the brand and the publisher and then advertised on the publisher’s site. However, please keep in mind that you must go in for the ads that are matching your end user’s preferences. Any dislike will affect the host’s (publisher) site.
4. Focus on interactive ads
If you change your strategy from just exposure to engagement, the results will be different and you will build a much better relationship with your audience. Though this may not be the best option for advertising which requires a wide exposure.
5. Try in-video overlay ads
These are the type of ads that you see on YouTube where the ad comes up in the middle of your video stream. Make sure they are relevant.
6. Build an email list
One of the best reasons for you to start building an email list is that your reach would be targeted to your niche market. This way you can provide your advertisers with quality leads in the future.
Conclusion on Ad Blockers
With the rapid growth of digital advertisements over the last few years, ad blockers are being extensively used in laptop and mobile devices all over the world. In this digital age ad blockers pose a great threat to all the advertisers and publishers. Advertisers are now being forced to fight their way through these adblockers in order to reach their desired consumers. This means that if your brand has put up ads that aren’t compliant, you will need to remove them or modify them.
We have discussed a few options that would help increase your ad visibility, options that work around most ad blocking software/technology. Some of these options require more work than the others. However, if you don’t want to worry about the compliance of your ads, you need to start looking for a different strategy to monetize your site and for advertisers to reach their audience.
We do believe that in the near future content creators and ad blockers can coexist, a new approach is being advocated by the Coalition for Better Ads. They are looking to reform the industry practices by banishing the most intrusive type of ads, by pre-installing the ad-blocker.
Yes, the irony of the advertisers embracing the ad blockers is too hard to miss. Hopefully, soon the coalition will help persuade the end users to turn off their ad blockers by gradually building trust and at the same time prohibiting intrusive ads that made them use the ad blockers in the first place.
Thank you for reading this article! Leave us a comment and let us know your experience with Ad blockers either as an end user or as an advertiser or a publisher.