The #MarketingMinds wrap up: Adblock
Earlier this year Meltwater hosted Brain Food: The Tasty Marketing Debate and saw The Independent’s Technology Editor, Adiran Weckler, speak about how adblock will, and is, shaking the industry. We wanted to understand marketing pros take on the subject so last week we used #MarketingMinds chat as a platform to do so. Here are the key insights.
Q1. Why do people use AdBlock?
Both @fundraisinisfun and @cammysutra6 believe audiences use AdBlock because ads are seen as annoying, intrusive, and disruptive. Moreover, with the population increasingly becoming stuck to their tablets and smart phones people have limited screen space for content. @AgentPalmer countered that AdBlock just slows down browsers and comes with the risk of blocking actual valuable content.
Q2. What impact does AdBlock have on the comms industry?
@AgentPalmer explains that the increasing use of AdBlock has resulted in a massive loss of revenue for the comms industry. PageFair recently reported an estimated decrease of $21.8B due to AdBlock in 2015. @cammysutra6 adds, to overcome this challenge, the comms industry has to evolve with the changing climate and shift focus to produce unique and valuable data, for example by considering context when producing and sharing content. @megan_j_hughes echoes this idea, explaining that AdBlock could have a positive impact by encouraging companies to produce more relevant content from a consumer perspective.
Q3. How can we encourage people to stop using AdBlock?
@cammysutra6 offers one way that we can dilute the use of AdBlock: presenting ads in a native form to ensure they don’t disrupt. @AgentPalmer believes the secret ingredient is truly knowing our audience. If we grow with them, we won’t be old news and there will be fewer reasons to block content. @megan_j_hughes agrees, stating that the trust factor is also a factor to consider, there’s a high percentage of consumers willing to share their personal data for relevant content.
Meanwhile, @fundraisinisfun explains that our priority should be placed on looking into new ways to advertise and get our message across rather than preventing the use of AdBlock. For example there may be a greater focus on influencer marketing or product placement.
Q4. As a comms professional, do you use AdBlock?
The majority of chat participants don’t currently use AdBlock, explaining that they feel ads aren’t too intrusive, yet. If this was to change than their thoughts on downloading the tool might too.
Q5. What does the future hold for the advertising industry?
@megan_j_hughes believes that the ad industry has lots of potential for the future and AdBlock is just a new way of ensuring companies use social media for discussion and relevance.
@micadam explains that co-creation is a great way to get around AdBloc as this encourages our audience to get involved and feel a part of the message. On the other hand @carriemaslen thinks social listening will become increasingly important, along with better alignment between sales and comms.