Ad-Blocking and the Future of Online Advertising

by Matt Klassen on September 16, 2015

There’s no question that in this modern age, advertising runs (or at least funds) the show, as our entire digital existence is precariously perched atop an advertising framework that depends on clicks and views. But despite the fact that advertising ostensibly powers the Internet, with the rising availability of ad-blocking for mobile devices, this entire house of cards is being threatened with total collapse.

Granted such ad-blocking software has been a threat to advertisers and web publishers for some time now, but now with the popular AdBlock browser widely available on both Android and iOS platforms, new challenges are being presented to the advertising industry, most notably how to continue to engage end viewers in a meaningful way.

But the only true threat that ad-blocking software presents is to the status quo of advertising, that lowest common denominator, carpet bombing sort of advertising that, truth be told, isn’t really worth saving anyway. For savvy advertisers the increasing presence of ad-blocking software presents a unique challenge, not for finding ways to get around the blockade, but to create an advertising environment where blockades are no longer necessary.

As David Grau, creative director of Hopscotch, explains, the threat posed by ad-blocking software on advertising revenues is really nothing new, and in fact its continued presence should serve as motivation to improve the effectiveness of advertising overall.

“It is a blaring sign to show there has to be a better way of integrating advertising, whether it is in-app purchases or sponsored content,” he told the E-Commerce Times, adding that “Understanding the audience, and asking ‘why would I block this?’ are ways to navigate through what works and what will not work very easily.”

Simply put, instead of advertisers fretting over the threat ad-blocking software poses to their easy money solutions, perhaps they should start to think about why people are blocking their advertisings, and then looking to reduce or remove those negative reasons altogether.

“Those advertisers who use tried-and-true methods to deliver useful content by sponsored ads will most likely see little impact,” Brian Copening, executive vice president at 10x Digital Marketing, told the E-Commerce Times. “In fact, by reducing the amount of aggressive advertising — which desensitizes users to ad-related content — quality online advertising may improve.”

In the end, there’s no question that the increasing presence of ad-blocking with negatively impact the advertising industry, but guess what advertisers, you won’t find much sympathy among those you incessantly annoy with your unending pop-ups and untimely ads. If the ad industry is looking for a way to combat ad-blockers, look no further than why people use them in the first place: Reduce the annoyance of advertisements, and ad-blockers will simply no longer be needed.

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Written by: Matt Klassen. www.digitcom.ca. Follow TheTelecomBlog.com by: RSS, Twitter, Facebook, or YouTube.

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