Many of the big internet companies, like Facebook and Google, rely heavily on advertising to fund their digital empires. But today, reaching users in the online world has become a witch hunt.And it could not be otherwise, since the number of users tired of being impacted by conventional advertising has increased enormously. Paid ads have become veritable ghosts that traverse the web without a clear objective.In the first years of massive popularization of the Internet, it was enough to buy space on segmented sites so that countless users could see the banners on their screens.With the emergence of new media, companies realized the incredible possibility of promoting their brands on practically all the main social networks and, in this way, reaching large segments of Poland Phone Number List people.But all good things are short-lived.What is AdblockFor those who do not know, ad blockers (among them, the best known AdBlock and AdBlock Plus) are extensions available for various web browsers (Google Chrome, Safari, Firefox and Internet Explorer) that perform ad blocking, such as: banners;pre-rolls on YouTube;Facebook ads ;pop-up windows;and all kinds of invasive means.These blockers prevent the user’s browsing experience from being interrupted.In this way, ad blockers have kept advertisers awake, since they pay for the ad impression, regardless of whether the message actually reached the user.
All this can have a negative impact on the Click Through Rate (CTR) and if, in addition, we multiply that account by hundreds of visits, the loss can weigh considerably in the final income.The only one that seems to benefit from this battle is AdBlock Plus, which charges advertisers with more resources a fee to join a program that allows “more acceptable” ads to serve.Advertisers’ war against AdblockOn the other hand, the fight against ad blockers has started. Some sites already display messages asking the user to disable the blocker. Others, more inflexible, block the access of the user who uses the program.Facebook,
in turn, is already working to change its ad settings and fool blockers through new strategies so that ads can pass through the extension without being noticed.In response, an Adblock Plus executive stated on his blog that Facebook’s stance is “a bleak path against user choice.” However, the only certainty when it comes to ad blockers is their growth in popularity.The use of blockers increased 41% at the end of 2015, according to a survey conducted by PageFair (an ad-blocking company) with Adobe, revealing a total of 198 million users worldwide.Undoubtedly, this is a very controversial and complex scenario, which has led the members of the IAB (Interactive Advertising Boreau – entity that discusses the evolution of Digital Marketing ) to meet to make a decision.Inbound Marketing: the solution to ad blockersDespite the increase in users using blockers, consumer reviews of online ads are actually more positive, according to the same survey.
About 7 in 10 respondents said that ads have improved in quality to ensure more people are interested in their content.The reality is that the appearance of AdBlocks is justified by the current moment that digital advertising is experiencing, with the arrival of the Inbound era .The strategy now is to attract the user through relevant and quality content and not overload it with invasive and unpleasant ads.inbound marketing guideAccording to Facebook’s vice president of advertising and business, Andrew Bosworth, there is already a lot of effort to increase user interest.“In recent years, we have been working to better understand user concerns about online ads.
What we hear is that people don’t like to see irrelevant ads. “Michael Gundlach and Michael McDonald, the creators of Ad Block and AdBlock Plus, have realized something that many brands and advertisers seem to ignore: Users no longer want to passively consume media while sitting on their couch.Today’s consumer is looking for information that interests him and that solves doubts and questions that arise in his daily life.Given the immense number of channels currently consumed by the user, interrupting their experience while browsing the Internet will only take them away from the proposed message and cause a bad impression on the advertised brand .The Inbound era, therefore, demands from companies and advertisers greater audience segmentation and extreme relevance in terms of the content produced.