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Written by: Christian Haskins

Ad Blockers vs. Digital Marketing

Ad blockers are software that block advertisements from being downloaded or displayed. But why do people use them and what can you do about it?

What Are Ad Blockers?

Simply put, ad blockers are any type of software that is used to block advertisements from being downloaded or displayed. Adblockers come in all shapes and forms, from simple browser extensions to network-level adblocking software.

Ad blockers are here to stay, let’s look at the impact they have on digital marketing as a whole and what you can do about them.

Top 3 Reasons Consumers Use Ad Blockers

  1. Too many ads
  2. Annoying or irrelevant ads
  3. Intrusive ads

The message is clear, advertisers have disrespected consumers enough and they’re sick of it. So much so, they choose to simply opt-out of the advertising experience. But you’re (hopefully) not one of these advertisers, how can you best combat them and effectively get your message across to consumers?

How to Fight Ad Blockers

First of all, we need to start treating consumers with respect. This means better-targeted ads, less intrusive ads, not overdoing retargeting and not deceiving consumers.

Second of all, we need to look for alternative marketing channels and start getting creative. We need to adapt to the changing landscape but also understand why the landscape is changing in the first place.

Here are the best marketing channels to spread your message without getting blocked out.

  1. Paid Search Paid search is one of the best ways to get in front of consumers, even ones with adblockers.
  2. SEO / Local SEO Much like paid search, focusing on SEO and especially local SEO is a smart decision even with ad blockers out of the question.
  3. Influencer Marketing You can’t block advertisements being given directly by an influencer. For this reason, expanding your marketing efforts to encompass industry influencers is a smart decision to combat ad blockers.
  4. Publishers Look for publishers that actually block ad-blockers, thus, not allowing people to view the content if they have their ad blocker enabled. Examples: Forbes, Huffington Post, Slate and more! 

The Future of Digital Marketing

The fight against ad blockers is a fight that is never going to end. It’s simply going to be a cat and mouse game between consumers and advertisers. The only way to realistically decrease the use of them is by treating consumers with respect. Until then, there only are going to keep getting more and more popular.

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