You may remember toward the end of last year I wrote a piece on Adblock and its rise.
At the time even the Internet Advertising Bureau (IAB) had admitted that, over the years, they’d got it wrong and that the rise of Adblock was coinciding with advertisers “[slowing] down the public internet and [draining] more than a few batteries”.
Scott Cunningham, senior vice president of technology at the Interactive Advertising Bureau was damning in his assessment, saying that the IAB had effectively thrown the benefits of long-term consumer loyalty under the bus to make some quick profits.
All change then, right? Wrong. The situation hasn’t improved any, sadly, since our last blog and has arguably gotten even worse.
In fact clear negative divisions appear to be opening up between the IAB and Adblock with the former allegedly uninviting Adblock Plus from attending its IAB Annual Leadership Meeting which took place over the last couple of days.
And the IAB didn’t just uninvite Adblock Plus. They did it in the snottiest way possible by refunding their ticket without them knowing. When it was realised and queried, the response from the IAB was a single sentence saying ‘Just to be clear, there will be no ticket for you’.
Wow, how rude! Surely collaboration face-to-face at such an event would be exactly the kind of remedy that the IAB needs to sort out its problems and help ease the impact of programmes like Adblock Plus?
The email’s spread across the industry, but from what we can see that’s the least of the IAB’s problems…
Your Turn: What are your thoughts on Adblock? Do you use it yourself and are people right to use it, or is it something that’s blocking original content? Let me know in the comments section below.
Only the brave
Because others are realising that there are opportunities when it comes to releasing adblocking software and providing a service for the modern internet user.
Ex-Mozilla chief Brendan Eich, one of the company’s co-founders who helped to introduce Firefox to the world, announced last week that his new company, Brave Software, is set to release a browser with adblocking software incorporated.
By that he means that most people realise that ads help keep the internet free. It’s the intrusive ones that install malware and everything else he wants to combat, and promises that Brave will help address that balance.
The core principle of Brave as a browser will immediately block all ads that track people and replace them with new ones that match with users’ ‘intent behaviour’. “Brave is the only approach to the web that puts users first in ownership and control of their browsing data by blocking trackers by default, with no exceptions,” says Eich.
“We need to clean the swimming pool. Chlorinate the pool. Only by doing that can we build a better ad model for publishers as well as users.” It’s a sentiment that was much better received than the homophobic comments that eventually forced him from Mozilla, and resonates with long-time internet users.
Which is why the IAB, marketers, and business owners need to pay attention. Ad blocking – because advertisers have taken their eye from the ball for so long for profit – has virtually become part of the browsing publics’ culture and consciousness. It’s going to take some real effort to get them back on-side.
Your Turn: Have you been having problems with Adblock when it comes to advertising your business? What methods have you been using to combat it? Let me know below!
Because the carrot will work better than the stick in this situation, as Forbes has recently found out by trying to deal with adblockers. Visiting a story presents you with a landing page, urging people to turn off their adblocker otherwise they won’t be able to access the site.
However as a number of users found out, ironically turning off their adblocker caused a pop-up ad to appear via Forbes which allegedly infected their computers with malware! If there was a reason to underline why adblockers are in vogue then that is it.
Does Google have the answer? Its latest ‘Bad Ads’ report for 2015 (renamed Better Ads) says that it disabled 780 million bad ads globally, and that it has also employed measures to stop accidental ad clicks on mobile devices, or ‘fat-finger’ clicks to improve the user experience.
Google has also announced the introduction of real-time ads which can help brands take advantage of so-called micro moments. AdWords will apparently detect trending social topics to help advertisers take advantage of users ‘being in the moment’.
“With Real-Time Ads, brands will be able to instantly run an ad across YouTube, hundreds of thousands of apps, and over two million sites in our Google Display Network with a message that ties directly to the big moment consumers just experienced.”
Interesting, but again the kind of ad that may fall foul of the adblocker – and by the sounds of it would have no chance of appearing on the Brave browser.
It’s a creative idea, though, but we’ve mentioned some ways previously that can help you beat the blocker and connect with your audience on a more creative level instead of tracking them and disrupting their user experience with intrusive technology and irrelevant messages.
All of which would help make your campaign Brave-worthy, too. Again, it boils down to your digital strategy and how creative you want to be when targeting and conversing with your target audience, and how transparent and ethical you are when collecting data from them. Common sense tips that perhaps the IAB should have stuck with a good few years ago…
If you’d like to know more about digital advertising, Adblock, and how to grow your business with a creative online inbound marketing strategy contact a Webpresence representative today!