Insights
Industry
People
Culture
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
Insights
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
ABOUT US
CONTACT US
ADVERTISE WITH US
Insights Industry
Back
3 lessons CMOs should learn from ad blocking
By Communicate StaffWed, Apr 05 2017

Contact
3-lessons-cmos-should-learn-from-ad-blocking

By Sourav Ganguly, chief media officer of Centric DXB

There’s a very good and simple reason that ad blocking is taking off. Internet users find ads invasive, annoying and even irrelevant. While some advertisers resist ad blockers by working with publishers that block content for IP’s with blockers, others are opting to learn from it.
Once upon a time, print publishers made money by selling newspapers. Over time, they started allowing ads to appear. Depending on which section of the newspaper was being read or what the key story was, an ad was featured in that section – for instance, a brokerage firm ad next to news of stock jumps. Publishers eager for more revenue started placing more ads. When ads exceeded content, a funny thing happened. Readers became desensitized to ads. And in turn, the effectiveness of an ad reduced. Enter digital publishing.

Ad blocking is a symptom that digital advertising has managed to be as annoying as its print predecessor.

Think about it: if the ads were relevant or interesting, people would watch them. The Power Rangers movie features huge product placement for Krispy Kreme, but that didn’t stop people from sitting through the entire movie, recommending it and rewatching it. Perhaps advertisers should adopt a mindset that seeks to learn when the intended audience is drawn to one medium while it distances itself from another. Advertising will have evolved by 2020 and marketers must be prepared for it.

Here’s what the growth of ad blocking should be teaching marketers:

Audience

Segment your audiences by their online behaviors, in market segments, media consumption choices, customer journey and more to figure out where your message should be and how to craft it in a noninvasive manner. The better the understanding of the customer, the higher the chances of messaging that drives intended conversions.

Media landscape

Think of sponsored content, combining programmatic with native advertising, and content integration moving forward. Discard display ads and pre-roll ads. Work with the publisher.

Branded content

Either invest in your own branded content destination such as Red Bull’s Red Bulletin or AmEx’s OPEN Forum. Employ search data to guide you on the content within Hero, Hub, and Help, placing someone from the target audience in charge of deciding what should be created and how it should be distributed.

We welcome ad blocking because it is informative on which ads are generating brand dissonance. As digital brand evangelists, it is our duty to build on brand sentiment, not interrupt the online experience. It forces marketers to think of creative approaches. Viewing this trend as an opportunity and not an obstacle is key. With time, ad blockers will be less about blocking and more about filtering. So refine your approach towards online segmentation and content quality. In a post-Amazon-SOUQ world, audiences demand value and personalization. Venture to meet them halfway.

RELATED TOPICS
Ad-Blocking
MORE IN Industry
Industry
November 01, 2020 How to Build a Winning Gen Z Strategy on Mobile

App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]

Industry
October 28, 2020 Micro-Influencers Are Still an Important Channel in the Marketing Funnel

Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]

Industry
October 28, 2020 Global Media Insight Report Provides Concise Picture of Media Trends in UAE & KSA

Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]

Industry
October 27, 2020 Socialbaker’s New Report Highlights Slow Return to Normalcy in Digital Space

Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]

Subscribe to

our newsletter.

This site uses cookies: Find out more.

Logo
  • Insights
  • Industry
  • People
  • Culture
  • Brand Studio
  • Facebook Hub
  • Choueiri Group Deep Dives
  • OMD Corner
  • LEAD with ABG
  • About Us
  • Contact Us
  • Advertise With Us
  • Privacy Policy
  • Disclaimer
NEWSLETTER

Get a monthly round-up of Communicate's best insights

© 2020 communicateonline.me
About Us
Contact Us
Advertise With Us
Privacy Policy
Disclaimer
icon
icon
icon
icon
icon
© 2020 communicateonline.me