Ad Blocking, And What You Can Do About It
In this guest post, Rahul Vasudev (pictured below), MediaMath’s managing director for the Asia-Pacific, outlines his three-step process for marketers to combat the growing threat of ad blocking.
Ad blocking is a major cause of concern amongst agencies and marketers. A recent study found that the use of ad blocking software rose sharply in 2016 – up by 30 per cent compared to the previous year . In fact, there were 615 million devices actively blocking ads by the end of the year, with mobile devices making up a vast majority (62 per cent) of those.
This serves as a very strong message and reminder to marketers that consumers expect relevant content, and will become disengaged with a brand if they do not like what they see on their screens. With marketers pushing out too many similar, if not duplicate ads to their audiences, it is little wonder that consumers are increasingly relying on ad blocking software to improve their online experience. Imagine the frustration of a customer when he or she sees the same, irrelevant ad on his mobile (which also utilises the mobile data that they have to pay for).
The technology exists to enable brands and agencies to develop more targeted campaigns with the consumer at the heart of the design, and communicate the brand message effectively while giving consumers what they want – relevant, and valuable content, individually tailored, and delivered at the right time in an unobtrusive environment.
All it takes is three simple steps:
- Know your customer
Consumers are now comfortable shopping on multiple devices and platforms, especially in the APAC region, where consumers browse on their phones and buy on their PCs at home or even complete the entire transaction while mobile. While this is more convenient for consumers, it can be difficult for marketers to keep up with the ever-increasing proliferation of devices. As a result, they are turning to data in an effort to pin down the identity, and understand genuine sales attribution.
The rise of data analytics introduces an opportunity for marketers to gain a deeper knowledge of their audience and make ads that are more targeted, better timed, and less likely to be blocked. At the same time, this has also enabled marketers to prospect new customers who look and act like their current most valuable customers, modelled on their own data.
- Make it personal
Creating better ads starts with having a deep understanding of changing customer preferences and the ability to use that knowledge effectively. This starts with data – a data management platform that can help create custom segments for flexible messaging is key. From there, marketers can combine their data with automation tools to better understand and engage their target audience on a more personal level.
Technology is available today, which enables marketers to create more granular campaigns, by generating insights into consumer behaviours and tailoring ads that resonate with them. For instance, dynamic creative optimisation (DCO) helps serve personalised ad content based on user-level recommendation logic by measuring the performance of creative elements against campaign goals, and at the same time, swapping out underperforming ones. In fact, DCO’s ability to personalise ads has seen conversation rates rise from 30 per cent to 300 per cent.
- Deliver to audiences, not channels
Seamless engagement across multiple channels will also go a long way towards improving the customer experience. The transition from creative content through to online point-of-sale (POS) must be easy and intuitive. Ads should work equally well on all devices that an audience is likely to engage with, especially since programmatic marketing allows for audience extension across a multitude of apps, websites, channels, and across devices.
Brands often control their advertising at the channel level, separating social media from television, mobile, and others. As a result, customers often see the same, repeated ads across different channels and lends to ineffective advertising. With the increasing convergence of adtech and martech in 2017, marketers can get a single, 360-degree view of customer behaviours across a broader range of marketing touchpoints and in turn, improve the delivery of more relevant messaging, at scale.
Instead, marketers should look to control messaging at a consumer level taking on the customer’s point of view. Breaking down silos and incorporating social media with larger programmatic will help marketers tailor site experiences across all channels, from desktop to tablet and mobile.
While ad blocking is definitely a problem for the industry, the power to counteract it lies with the marketers, who can work in the triumvirate model, with their agencies and technology vendors to improve user experience. The industry needs to prove that well-placed and carefully crafted ads are a practical and useful part of the online browsing experience. Programmatic is here to help.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.