Will Ad Blockers Finally Kill Off The Ad Spam Culture?

Will Ad Blockers Finally Kill Off The Ad Spam Culture?
SHARE
THIS



The widespread use of ad blockers will force the digital advertising industry to adapt, as it transforms the ad-spam culture into a paid media system founded on high-quality, trustworthy and targeted ad content. This is BCG Digital Ventures managing director, Walter Delph’s key prediction for the coming year.

He said the relationship between the media industry and consumers had fractured, as the latter grew tired of the irrelevant ad barrage on their favourite web sites.

According to Delph, the rise of ad blockers would accelerate the demise of indiscriminate, unavailing digital ads as new technologies and services force inefficient and complacent systems to adapt.

He explained paid media was the media industry’s answer to dwindling readership, and the knowledge and information offshoot of the digital economy.

Furthermore, digital advertising was expected to challenge the high cost of print advertisements, increase ad exposure to a widening audience of Internet users and improve tracking — yet this has quickly soured in reality, Delph said.

Consumer annoyance is one thing, but ad functionality, visibility and fraud is something else entirely, he said.

“Thanks in part to the ad-spam culture, a huge portion of online advertisements are completely overlooked,” Delph said.

Walter Delph 1

Walter Delph

“There is a sinister presence in the digital advertising space, and it has set the stage for transformation.

“Companies have already recognised this sprawling consumer dissatisfaction and the deep flaws within the digital advertising industry, and responded with effective, impactful ad blockers.”

A loss of advertising and the publicity it provides brands has significant financial implications on the entire paid media system.

“If you are in the media industry, you will understand the panic about ad blockers,” Delph said.

In the same panic-plagued boat are marketing managers— accountable for growing brand awareness, customer acquisition and sales conversions within their allocated ad spend budgets.

With ad blocking growing in popularity — particularly with Apple joining the ad blocking movement with the Safari 6 AdBlock extension — strategies such as retargeting will become a fundamental component of every marketer’s toolkit to ensure audience relevancy with ads viewed by the right customer.

AdRoll managing director Ben Sharp weighed in on the debate. “Our view on ad-blocking is pretty simple: if people do not want to see ads, we do not want to waste our client’s money on them,” he said.

“We like to spend our client’s budget in the most efficient way possible, so we have no interest in showing ads to Internet users who have installed ad-blocking software.”

Retargeting is a tool that can be used across any marketing strategy and is naturally data-driven as it uses a brand’s data to perform, said Sharp.

“Retargeting relies on first-party data,” he said.

“Marketers are sitting on a treasure trove of intent data that can help them drive powerful retargeting campaigns.

“Web site data shows actions which translate into levels of intent.

“Understanding these levels of intent means they can be harnessed to show ads to the right person, with the right message, at the right time.”

Delph shares Sharp’s right-person, right-message, right-time strategy, saying the successful media organisations will work to re-establish trust with consumers, who will then willingly turn off their ad blockers to view rich content in exchange for limited, targeted advertisements.

Retargeting technology can perform across multiple platforms, with the ability to re-engage desktop visitors as they move to their mobile devices.

According to recent AdRoll research, Australians spent 42 per cent of their digital screen time on mobile last year.

With time devoted to mobile screens set to increase, device-to-device retargeting for mobile that brings consumers back to popular shopping apps and mobile-friendly sites may prove important in circumventing ad blockers across multiple browsers.

“We give our clients a holistic view of their customers’ behaviour on the journey to purchase via in-depth, device-type specific reporting through our dashboard,” Sharp said.

Ben Sharp

Ben Sharp

Understanding this consumer behaviour is vital in avoiding consumer annoyance, particularly in the case of the mobile phone — the most personalised consumer device today — where Delph said consumers’ expectations for better ad units have been underwhelming.

Sharp stressed the importance in working with clients on building a strategy that works directly with business goals so that the right customers are being approached at the right stage of the marketing funnel to get the best results.

“Marketers should consult with their account manager about the best performing channels for their vertical based on experience and ask for relevant case studies to get an idea of what results are achievable,” he said.

The rise of ad blockers and the evolution in paid media will be a cornerstone event for digital advertising in 2016; however, it is not a doomsday scenario, Delph said.

“In truth, the commercial advertising sector faced the same situation with the advent of the DVR.

“Media organisations and advertisers should recognise the opportunity for creativity and exploration offered by this shift.”

Delph predicts that over the next year, high-quality and trustworthy content will gain space in the digital advertising market.

The digital advertising industry will reinvent itself as advertisers adopt technologies that can serve ads to act-alike rather than look-alike consumers — thus dampening demand for ad blockers.

“Consumers do not mind advertising — they mind bad advertising that isn’t targeted to their needs and preferences,” Delph said.

This article originally appeared on B&T’s sister business site www.which-50.com

Latest News

World Cup: 99.6% Of All TVs In Iceland Tuned In For Argentinan Match
  • Media

World Cup: 99.6% Of All TVs In Iceland Tuned In For Argentinan Match

Typically, when it comes to Australian TV, a program’s thought to have done well if it goes over a million viewers – or about five per cent of the population. That rises to about 15 per cent for big spectacles like AFL grand finals or the State of Origin. However, those numbers are nothing on the […]

by B&T Magazine

B&T Magazine
‘Castaway’ & The B-52s’ ‘Rock Lobster’ Reprised In Epic Lost Phone Ad
  • Campaigns

‘Castaway’ & The B-52s’ ‘Rock Lobster’ Reprised In Epic Lost Phone Ad

Nothing puts the dagger of fear into most of us like the thought of losing our mobile phones. And now French telco Orange has captured that very feeling in a wonderfully fun spot that takes our young protagonist from a railway platform to his very own Tom Hank’s Castaway hell. Even better, it’s all set to […]

by B&T Magazine

B&T Magazine
Time Savages Trump In Latest Withering “Welcome To America” Cover
  • Media

Time Savages Trump In Latest Withering “Welcome To America” Cover

Time magazine has delivered another withering takedown of president Trump with its latest cover by placing a crying immigrant girl at the feet of the President with the caption “Welcome to America”. The image of the crying two-year-old girl is from the now-iconic photograph by Getty photographer John Moore and has become a symbol of […]

by B&T Magazine

B&T Magazine
How Marketers Can Achieve Omnichannel CX success
  • Opinion

How Marketers Can Achieve Omnichannel CX success

In this guest post, Zandesk’s customer experience strategist, Malcolm Koh (pictured below) says brands need to develop an intelligent omnichannel for their customers and he offers his easy tips on hwo to do it… Marketing has always been the custodian of a company’s brand and just as new technology has transformed entire organisations and business models, […]

Opinion

by B&T Magazine

B&T Magazine
Cannes 2018: MediaCom Named Media Network Of The Year
  • Media

Cannes 2018: MediaCom Named Media Network Of The Year

MediaCom has been named Media Network of the year at the 2018 Cannes Lions Festival. The agency’s work for Tesco in the UK landed the Grand Prix for Excellence in Media Planning, while campaigns for P&G’s Gillette in Israel added two Silver Lions and a Bronze Lion. The agency also received eight shortlist nominations, making […]

Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot
  • Campaigns

Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot

Years of China’s ‘one child policy’ has apparently left a generation of mollycoddled kids too scared to get sweaty or dirty. But now a new campaign by Nike China has set out to debunk the idea that Chinese kids are spoiled little fatties wrapped in cotton-wool. The campaign’s the work of R/GA Shanghai and is an upbeat, positive number with a booming […]

by B&T Magazine

B&T Magazine
MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign
  • Campaigns

MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign

An MS diagnosis – at an average age of just 30 – means a lifelong battle with a disease that attacks the central nervous system in any number of ways. While most people have heard of multiple sclerosis, few understand what it is or how it impacts people’s lives. In partnership with MS Queensland, creative […]

Revealed: The Real Voice Behind Siri
  • Technology

Revealed: The Real Voice Behind Siri

For the third consecutive year, TEDxSydney selected creative agency BMF to produce a film for its 2018 film program under the theme ‘Humankind’. The film, which premiered on Friday in front of 5000 people at TEDx Sydney, unmasks the real genius behind Apple’s personal assistant Siri. “Siri is an amazing invention. You can ask her […]

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.