Most users would prefer to browse the Internet without distracting and time consuming ads. Ad blocking software removes advertisements from websites and can be system or browser specific. Stopping automatic downloads of large advertisements allows web pages to load faster. They work by targeting files which have certain size, URL characteristics, and filter options that you select.
Trying to capture potential customers with online ads is becoming more challenging with ad blocking software. Yes, online ads have gotten out of control, some are pushy and often increase load times. On the other hand, they offer free access to information and news.
According to Business Insider, ad blocking software usage may be more common than previously thought. A study by PageFair and Adobe states that there are nearly 200 million monthly active users of ad blocking software globally.
Ad blocking removes or alters advertising content on a website. The software is available for smartphones, tablets, and desktop. Advertisers with any type of ad campaign could potentially be affected. Some good news is that ad blocking doesn't affect social mediums such as Facebook and Twitter as they utilize a proprietary system to display ads.
Apple recently enabled ad blocking apps for its new operating system, iOS9, which soared to the top of Apple's App Store chart.
With the increase of people installing ad blocking software on mobile devices, which continues to grow for people to access information, advertisers and publishers are forced to rethink the role of advertising on the web.
While consumers look to improve their web experience by eliminating or controlling viewable ads, the impact of its use will have an impact on publishers and advertisers.
So, what's a marketer to do since consumer behavior is affected by advertising? Online ads need to be:
Consumers react to creative. A study from Dynamic Logic found that creative quality is 50%-75% responsible for campaign success or failure. Other factors such as size, technology, and targeting make up the rest.
Google Adsense states the most successful ad sizes are:
Marketers can no longer rely on a single channel to reach customers and drive them back to their website. They'll need to diversify their advertising channels to engage their audiences and their ads will need to be creativity designed with effective messaging.
If you’re ready to address this obstacle and design a successful solution, talk with us, we can help. Contact Tina Bellanca at 717-569-8826 x 29 or at email@example.com.