What Ad Blockers Mean for Your Business
Ads have plagued internet users since the 1990s but ad blockers have only recently seen widespread adoption.
According to a survey published by portfolio website Visual Objects, most people (65%) have used ad blockers for more than a year and most often use ad blockers on desktop devices (64%).
Because we spend so much time online, people are becoming increasingly tech-savvy and protective of their browsing experience.
With ad blockers becoming vital to quality time online, businesses must adapt their engagement strategies to reach tech-savvy, ad-fatigued consumers.
To navigate this new and complex online advertising landscape, businesses should:
- Provide an Uninterrupted Browsing Experience
- Avoid Ads that Disrupt Streaming
- Invest in Mobile Advertising
Businesses can use this article to learn how and why people use ad blockers, and how to advertise effectively in the age of ad blockers.
1. Provide an Uninterrupted Browsing Experience
People want unimpeded access to online content. Nearly half of people (47%) block ads because they interrupt browsing activity, according to Visual Objects.
Ads are seen as an obstacle to be avoided, and ad blockers make that easier than ever. In the social media age, consumers are increasingly conscious of how they spent their time online.
Ad blocker technology is available as a native extension of desktop web browsers, though this wasn’t always the case. Previously, ad blocker technology required a degree of tech-savvy to implement. Modern web users, though, can establish an ad-free browsing experience with just a few clicks.
Website UX is a priority for people, so businesses that serve ads on their site must provide a quality user experience to retain their audience. You can ask visitors to whitelist your site, but doing so requires that your site content be compelling and your ad experience non-disruptive.
Businesses must offer a user-friendly site experience to customers, so businesses should design their ads to complement the page content and layout. Working with web designers can help small businesses integrate ads into a website without ruining the overall UX.
2. Avoid Ads That Disrupt Streaming
People are annoyed by video ads because they interrupt users’ access to content.
Over half of respondents (51%) are most frustrated by video ads that interrupt streaming, according to Visual Objects’ survey. This pertains to ads that play both before the content loads and that interrupt streaming.
Video ads are especially irksome to people using ad blockers, as video ads disrupt content consumption.
While many customers enjoy video content as an alternative to long-form web content, businesses must prioritize the customer experience for all. This means removing auto-play video ads that demand attention, and instead provide an option to play the ad at the beginning or end of the video.
Video ads degrade the personalized digital experience that today’s consumers seek. To succeed, engagement strategies should deliver value that’s tailored to their customer segments without presuming upon people’s attention.
3. Invest in Mobile Advertising
People mostly use ad blockers on desktop devices (64%), which reduces the impact of traditional online advertising. Mobile advertising, though, still offers ready access to consumers.
The limited availability of mobile ad blocking apps means that only 28% of mobile devices use an ad blocker. This opens an opportunity for businesses looking to reach this user group.
As you approach mobile advertising, remember that people don’t hate ads – only ads that are irrelevant and disrupt their content consumption.
Native ads, which are created to appear as content, are an effective way to offer engage customers without interrupting the browsing experience.
Search advertising also allows you to offer immediate value to customers in a relevant context. According to Statista, most clicks on paid Google search results (65%) come from mobile devices, making search ads an easy way to get in front of people who are ready to act.
For best results, serve mobile ads that enable an intuitive browsing experience and offer targeted value. A top advertising agency can help create a strategy to reach your target audience.
What Ad Blockers Mean for Your Business
People have learned to avoid online ads, so businesses must adapt their digital marketing strategies.
Respect your customers’ desire for unimpeded browsing by prioritizing content above ad placement and removing auto-play videos from your site. Mobile advertising allows you to reach customers in the age of ad blockers, and ads that appear as natural extensions of the browsing experience are highly effective.