The Rise of Ad Blockers
In the age of banner-blindness and ad-blocking, it is clear that internet users have become increasingly fed up with the online advertising experience. Pop-up and banner ads are known to clutter webpages, slow page speeds and provide an overall intrusive experience to internet users. A study by Hubspot revealed that internet users dislike pop-ups, mobile ads and video ads the most. In fact, they hate these types of ads even more than traditional TV ads. This led to the fight against online advertising. Ad blockers have become increasingly popular due to their ability to filter out certain content and ads on webpages. In fact, ad blocking is forecast to cost publishers up to $35 million by 2020, according to Digiday.
Over a quarter of US internet users used ad blockers in 2018. To put it simply, consumers don’t want their experience to be interrupted, and they want fewer distractions. Many businesses rely on advertising for online revenue, so how do publishers take back control over the situation? The Hubspot study revealed that there is still hope for the online ad industry, and consumers don’t see all advertising as bad. 85% of respondents in the study agreed that not all ads are bad, but they want to filter out the obnoxious ones, and 77% agree that they want the ability to filter out certain ads, but not completely block them.
A Non-Disruptive and Value-Driven Solution
Traditional online ads attempt to completely take the attention away from the page that users are on. They might take over the entire screen, bounce, or auto-play videos. It’s easy to see why internet users have become fed up. The solution is simple. Ad-blocking is here to stay, and consumers want a better ad experience. And the best way to provide a better experience is through native advertising. Native advertisements work because they blend in with the surrounding content on the webpage. This format gives users the choice to click on your ad, which eliminates the need for ad blockers. Native advertising provides users with a stronger sense of control with less distractions.
Native advertising also takes a more personal approach to reaching consumers. Many users turned to ad blockers because the ads they were seeing were completely irrelevant or inappropriate. 71% of consumers prefer personalized ads, and 78% of U.S. internet users stated that relevant content from brands increases their purchase intent. It is clear that advertisers can win over consumers through a more personalized approach to advertising. With native, users see ads that are relevant to the content they are already engaging with. In fact, some of these ads don’t appear to be selling at all. For instance, a native advertisement in the form of a short article can provide more value to users rather than a flashy sales pitch. It is key for marketers to tailor their native advertising content towards their target audience’s wants and needs.
Businesses that put the user-experience first through a personalized and value-driven approach will have the ability to thrive in the current online advertising landscape.