Digital Marketing in the age of Ad Blockers
By in Posted February 20, 2018
In 1980's one could place a bill board at prominent location and marketing was done. By early 90s cities got choked with billboards, hence marketing people looked at new medium television. Run an advertisement in television and marketing was done. People were forced to watch their favorite two hour movie stretching to three and four hour long with advertisement playing in between. By year 2010 television viewership declined. Marketing team then spend their time on new child on the block - Internet. Year 2018, the age of Ad-blocking has set in. Now where will marketing team go to promote their ads.
As per the report published by Pagefair, 615 million devices now use adblock and 11% of the global internet population is blocking ads on the web. To add to it India tops the chart for using adblockers with more than 136 million people using it. The banner ads and pop-up ads which had done its magic last year and year before is not going to fetch you clients.
So what's the way forward...... Read it carefully if you want to stay afloat in the age of Ad Blockers
1. Native Advertisement
Native advertising is defined as a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Native ads gels well with the visual design and the experience of viewing page so that it looks and feel like organic content. Native ads exhibits camouflaging effect. The user would be able to find it as an ad only because they carry the Sponsored or Promoted tag on them. They are popular on news and aggregator sites. Google displays Native ads in the best way. Among a large number of organic search, there would be couple of promoted ones. By 2021, native ads would be able to generate a click-through rate (CTR) 4x higher than non-native display ads.
2. Advertise through Social Media
Everyone spends time on social media. This is the best medium to push your advertisement. The best part about social media is that you can push your content as posts which need not look like advertisement. The favorites are Facebook, Twitter, Instagram and for technology people LinkedIn. Also now these social media people offer the option to promote your posts and content. To tell the truth organic reach is nearly dead on these platforms as promoters of these platforms are now looking at revenue generation through post promotion. So go ahead publish good posts and promote through social media. Be careful to understand your users engagement behavior, otherwise money spend would be lost.
3. In-App advertising
Apps are growing in number and advertising through these apps offers marketers a better opportunity to target the right audience at the right time. The best thing about in-app advertising is that it can help you deliver message to targeted consumers and also would encourage them to interact. Studies have found that in-app advertising offers a higher CTR than web advertising.
Influencer marketing always works. When celebrities vouch for your brand, it automatically gives your brand a lift. But it's not everyone's cup of tea to hire a celebrity. Here comes micro-influencers to save you. Micro-influencers are those who have a significant social media following of anywhere between 1,000 and 100,000. The best part about them is that they are not pricey and market penetration wise they are equally good. You might even be able make them promote your brand by offering them sample products. Study carried out by Markerly on Instagram has found an unusual pattern. They found that as an influencer's number of followers increases, their number of likes and comments from followers decreases.
So you need not fret with Ad-blockers coming place, just change your marketing approach. All the best. You need help to bring in this change connect with team at Imtell.