Why mobile marketers must accept
ad-blocking before they conquer it
As more marketers and agencies
grow wary of the effects of ad-blocking on mobile budgets, the key to coming
out on top is providing such valuable experiences and content that consumers
will not be prompted to banish ads on their small-screen devices.
Ad-blocking platforms may
actually improve site performance and reduce distraction for some users, which
could lead brands to focus their efforts on providing a better mobile site
experience. While some agencies’ mobile advertising budgets may shift slightly,
marketers should ultimately hone in on their target audience’s interests to
ensure that their ads are native, contextual and relevant instead of spam-like.
“First off, it is important for
marketers to recognize and accept that ad avoidance has been around forever;
people learn to ignore ads and skip them, just think about DVRs and how they
changed television dynamics,” said Michael Becker, managing partner at mCordis,
San Francisco. “So the first method agencies and their clients should embrace
is acceptance.
“Trendera recently reported that,
across gender and age, roughly 40 percent of U.S. teens and adult Internet
users have deployed ad blockers on their devices,” he said. “Fractl and Moz
remarked that this number can be as high as 63 percent among millennials.
“Once we accept that the ad model
needs to change, due to consumer demand, the second method the agency and
client should embrace is to put the customer first and the customer's needs
rather than themselves and their own needs first. Marketers must focus on being
of value and intimately understanding an individual's journey and then present
themselves in this journey with the intent of being of value at every moment of
truth.”
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