Two pieces of news that made their appearance on the web this week caught my eye. The first item is fantastic news (and contains a dash of obvious common sense) for those mobile marketers and their clients who might have been worried by all the recent talk of the burgeoning ad blocker industry.
Apparently, a whopping 83 percent of people using ad blockers only want to avoid overly intrusive adverts that take control of their browsers away from them. I think that’s a pretty obvious observation and brings us firmly back into the realm of reality when it comes to blocking software.
We all know that consumers use advertising to inform their purchasing decisions. Why then would they opt to block all ads? They know they would make some pretty lousy buying decisions if they did that. So, this new survey by popular ad blocker, Adblock Plus, confirms that the vast majority of consumers are only looking to block intrusive overly “obnoxious” ads. The article I read suggests a way forward for marketers faced with increasing numbers of blockers. That way forward is how InTarget has been designing mobile campaigns since its inception. Campaigns must inform, not annoy. The must be personal, not irrelevant. Ads must speak to, not speak at. It’s as simple as that – almost!
The second mobile marketing item that caught my attention was the news that advertisers are wasting about R14 billion a year on non-viewable ads. A report from ad verification company, Meetrics, says publishers are upping the speed at which ads are re-loaded or auto-refreshed to raise inventory levels and revenue. The unfortunate result of this could be expected: fewer people are able to view the ads because they’re simply not in the frame long enough. I can hear Homer Simpson bellowing out his familiar ‘Doh!’.