Throughout most of our lives, we have been exposed to advertising everywhere we have looked. TV has seen the bulk of spending, but print, radio and outdoor advertising were highly prevalent as well. As we enter a new age where ad blocking and skipping look to be the new norm, how will marketers get their message out there?
Last week in the midst of Advertising Week in NYC, almost every trade newsletter I read referenced the new ad-blocking software that is becoming available for download on mobile.
This morning, I read about Tivo’s new Bolt DVR which allows viewers to skip an entire commercial break with the press of a single button!
In the past we have talked about ad-skipping ourselves.
Now, everyone is up in arms…
Publishers are worried about losing much of the revenue that allows them to operate.
And marketers are concerned about how they will communicate with consumers.
Questions abound regarding how much should these ad-blockers actually block.
Should native ads (AKA sponsored content) be blocked or just banner ads?
How about app-install ads that might actually be useful to a consumer who enjoys playing certain types of games?
And while consumers are typically happy about the new technology, they should also be thinking about the potential consequences of the lack of marketing in their content…
I think that the real issue comes down to the quality of the ads being served up and the consumer experience overall.
I know that I personally have purchased products that I absolutely LOVE based on random ads served up to me online.
As we all know, the key to great advertising isn’t about forcing a message down a consumer’s throat, but about engaging with said consumer in a way that they enjoy.
Great content usually equates to a great consumer connection and encourages consumers to want to support your brand.
And many of the best campaigns that I have seen have actually gone viral via social media.
The message (pun intended!): create a great ad and consumers will actually seek it out!
So, as we see the introduction of new ad-block-defying technology, I ask the question, is it about ad-blocking technology or is it really about creating engaging messages?
As always, tell us what you think in the comments below…