Increasingly more people have started using ad blockers over the past years. And even if only a small portion of the internet population uses ad removal software, the loss in ad revenue is pretty substantial.
Digital marketers and advertisers have had to deal with this issue for the past couple of years and recently they started turning to a whole array of solutions such as anti-blocking software, pleas, and even lawsuits. Others have turned to different solutions, diversifying the way they advertise:
Native advertising is paid media which closely matches the visual design of the experience it lives within, while also looking and feeling just like the natural content you would expect from such a page. As native advertising is made to blend in so well with the host’s website, it has an easier time than, for example, regular banners, to get noticed by consumers. These ads are usually long-form, and they are used mostly for brand promotion, while also including a CTA and links to your promoted brand.
Most internet users don’t pay attention to banners that are placed on the sides of the screens, so native ads have started being used as a response to this “banner blindness” that most people have started to experience.
The only risk in using native advertising in order to bypass advert blockers is having it resemble regular content too well. Native advertising mustn’t be disguised among regular content, it has to blend in but still be distinguishable as an actual form of advertising, otherwise, it will be taken down if it is trying to deceive people.
Sponsored content is used in the same way as native advertising. The only difference between the two is that sponsored content has a much softer touch. It doesn’t use distinct CTAs it isn’t trying to persuade and sell, but rather to inform the audience.
Sponsored content also has the risk of resembling regular content, especially since the sponsored content is soft advertising and don’t use CTAs.
The best practice when using sponsored content as a method to avoid advert blockers is having them highly informative and very well written, while also making it clear that it is advertising and not actual content.
Newsletter advertisements are pretty self-explanatory. You basically purchase ad space in another company’s newsletter. These ads can be integrated with the actual content of the newsletter or just run alongside, completely separated.
Advertising this way is highly effective in the sense that you can target people specifically for your niche, but this, of course, depends on the partner you choose. This way, you ensure that your ads always find your audience and when they eventually generate leads, they will be of higher quality than usual.
On the other hand, these situations are quite rare. You won’t see meaningful results from newsletter advertising all that often because open-rates and click-through rates are usually pretty low. The best thing you can do in order to have success with newsletter advertising is to really take advantage of the reputation of the company that you choose to email advertise through. And you need to be absolutely sure that your offers appeal to the audience that the company is engaged with, otherwise you will only be wasting money while trying to dodge ad blockers.
These are just a few methods of playing around advert blocking software. Truthfully, while other methods exist, they are constantly being outdated with the updates that ad blockers receive. The only permanent solution might be very far away from us because most internet users are just fed up with ads. They were fine a few years ago when they were getting a couple ads once in a while but now, as both the internet and technology evolved, ads are far more targeted and aggressive and more than 50% of consumers feel like their personal privacy is being invaded. And that is the reason why they turn to ad blockers, to escape this constant bombardment of ads.
So, given all this, the sure-fire way to win back audiences is to renounce ads designed to deceive or annoy, and instead focus more on content-rich and honest, truthful, unintrusive advertising.