Ad blockers started as innocent browser extensions and were used by a small segment of tech savvy people. That was a few years ago. Since then, the digital marketing landscape has changed dramatically. A recent survey indicated that the number of consumers using ad blockers increased in the last year by 48 percent. As this trend continues, much of the digital marketing world is bracing for another revolution in advertising.
The bulk of online marketing that occurs is strictly based on paid advertisements. These ads are pushed, retargeted, and promoted at every turn. Advertisers and publishers have both been taking full advantage of new technology and every opportunity to squeeze in ads without considering the impact on the consumer experience.
Now, consumers are fighting back. Ad blockers entered the mobile space with Apple’s iOS9 release, which allowed for ad blocking apps. While this announcement induced plenty of panic from publishers and advertisers, it’s only the latest development in a trend that’s been in motion for years.
What can you, as a business owner, do to prevent your advertising dollar from being blocked?
At the end of the day, the rise of ad blockers is the consumers’ response to invasive, impersonal, and inconsiderate digital ads. It’s time to rediscover advertising techniques that don’t rely on creating a negative consumer experience.
Paid Digital Ads Are Already Less Effective
Steve Olenski, Forbes contributor, paints a realistic picture of why digital ads have become unreliable:
“Let’s say you operate a hotel resort. You might work with a company online that puts your banner ads in front of people who are looking to go on holiday in the area you serve. You might get thousands of hits every day, which result in ten leads. Those ten leads might mean one new customer a day. If fifty percent of people start using ad blockers, then your revenues are cut in half. You can’t rely on those ads anymore.”
Olenski’s hypothetical anecdote is already playing out for businesses all around the world. They were once able to invest in online advertisements and expect a reliable return on that investment. Now, that return is beginning to diminish.
Martin Sorrel, chief executive at the advertising agency WPP, believes that the impact of ad blockers has been overstated. Yet, he does say, “That doesn’t mean, by the way, that we can be complacent about it and it doesn’t mean it won’t become important.”
The Advertising World is Primed for Another Revolution
Advertisers and publishers throughout the digital media world are working together to curb this trend before has a greater impact on their business models. While they’re working out deals with ad blockers and trying to become craftier about ad placement, it’s unlikely that these approaches will spell long term success.
Consumers are sick of online ads and are increasingly immune to them. Even without ad blockers, people have long since learned to immediately “look for the X” on intrusive ads and altogether ignore banner ads.
This all adds up to another revolution. What will become the next dominant form of advertising?
You might think it’ll be a new technology or new platform, but until the entire philosophy behind digital advertising is changed, such endeavors will produce limited success.
We have another suggestion for business owners who want to grow their business: Return to traditional advertising.
The Return of Proven Advertising Methods
Ever since the Internet went public, people have been leveraging digital ads in an effort to promote their business and earn an income. With promises of lower costs and higher conversions, many businesses abandoned proven advertising methods that have grown businesses for decades. Now, it’s time to return to what truly works – traditional advertising methods that use vanity 800 numbers.
- TV Spots. Online streaming is at an all-time high, but people are still watching broadcast television. Even though the advent of DVR had some advertisers shaking in their boots, picking the right timing and placement of TV ads has helped curb this pattern. Advertising alongside programs that people would prefer to watch live, such as sporting events or news reports, remains an incredibly effective way to expose your brand.
- Radio Ads. Radio advertising remains one of the strongest traditional methods. It’s easy to look at streaming services on smartphones and believe that they’ve killed the radio, but the fact is most people don’t want to burn up their data while they drive. In addition to still being able to listen to their favorite songs for free, commuters are still actively listening to radio talk shows.(Can we get rid of this space?)Working with a qualified advertising agency to create compelling radio ads, and then selecting the perfect time to air them, will have a higher chance of reaching your target audience than a blocked digital ad.
- Billboards. Largely abandoned by fickle businesses in favor of digital ad banners, billboards cannot be blocked, closed, or minimized. They’re massive structures that drivers and pedestrians are exposed to. While some drivers are certainly adept at not paying attention to them, reading billboards is actually a common tip for avoiding tunnel vision whilst driving.
All ads are not created equal, regardless of the medium. A poorly written and designed traditional advertisement is just as bad as any digitally blocked ad. You’ll still need to design a captivating ad that effectively exposes your brand while also giving it a call to action.
A Core Component of an Effective Call to Action
The best call to action for a radio spot, a television commercial, and a billboard or outdoor ad involves providing the audience with vanity 800 numbers. These toll-free phone numbers are memorable, catchy, and aim to stick in the listener’s/viewer’s head. If the rest of your ad is effective, they’ll be waiting for the phone number and your business will get more direct and tangible inbound leads, which provide a better connection between your business and a potential customer than a digital ad could ever do.
The ad blocker explosion is a clear signal that consumers are fed up with the present state of digital ads. As the digital marketing world goes through turmoil and tries to course-correct, you need to continue advertising and growing your business. Combining traditional advertising methods with vanity 800 numbers will increase your revenue while your competitors rely on a system that’s actively falling apart.