Ad blocking. It’s changing the way the more youthful generation consume. The ability to block ads sees a huge red flag for the future success of the advertising industry. How can you reach consumers that are purposefully avoiding you?
The answer to that question is actually quite simple: create better ads. A direct quote from an advertising student at the University of Texas student states “I block ads because I believe ads can be so much better.” This shows that it is not a pure disinterest for ads, but rather that consumers are recognising the lack of thought and creativity that is going into these ads, and are rather fed up of being bombarded with irrelevant content.
Given the tech-savvy nature of most consumers, they know what works and what doesn’t. They don’t want to waste time engaging with ads that have little to no relevance to them and would rather actively seek out what they’re interested in.
So how do you target these ‘blockers’ who may be holding extreme value to your business? Give them something they’ll remember. Those who block ads tend to do so because the ads lack relevance and creativity. Their attention needs to be captured, and a creative outlook is required to do this effectively. The next challenge to reach these consumers is to break through the ad blocking software being used. This is not an easy task. It requires embedding these ads in relevant content to track down the correct target market without being able to target them directly. This does, however, gain the interest and recognition of these ad blockers, who appreciate this style of smart targeting.
Instead of spending money on attempting to get your ads out to the masses, who will ultimately end up blocking these ads, a smarter tactic is to invest time and thought into achieving maximum efficiency through these campaigns.
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