Is Ad Blocking Harming Company’s Advertising Plans?

May 19, 2017

Marketing professionals put a lot of time, research, and energy coming up with the perfect advertising plan that will reach the consumer/client in all of the top ways. So what happens when consumers are quick to employ ad-blocking? How much of an impact does ad blocking have on a company’s advertising efforts? Is it harming them?

Ad Blocking is Nothing New

It seems as though ad blocking is being talked about by pretty much everyone in the industry at the moment, but in fact, it’s nothing new. Ad blocking software tools have actually been around for a few years now. They are found on all the top web browsers and have varying degrees of blocking power.

What seems to have propelled ad blocking software back to the top of people’s conversations was when it was announced a couple years ago that iOS 9 (which was new at the time) would support ad blocking technology. This was the first time it would be available on iOS platforms and was a rather significant announcement for both the users and advertisers who were left scrambling about wondering what that would mean.

The problem, of course, is that even though consumers find the ads to be annoying, without them many jobs will be lost in the field of advertising and companies will potentially lose out on a lot of sales.

Consumers are Open to Relevant Ads

It’s not all doom and gloom though, as it seems that despite the ad blocking software out there, consumers are still open to ads that are relevant to them. According to the DIMENSION report, which was conducted by Kantar Media, it seems that consumers aren’t necessarily opposed to ads altogether. Rather, they would like to see more relevant ads. Where companies need to be careful is not to over-saturate their available advertising avenues.

For example, consumers who are being bombarded with the same ad on all digital platforms will not only tune it out but they will also get annoyed with it. This is clearly the opposite reaction that advertisers want. So while these personalized and targeted ads may be getting more traction and aren’t necessarily being blocked, advertisers need to walk that fine line and not go overboard.

This is where professionals such as marketing agency Single Grain really have to do their research and make sure they are hitting the exact right amount of messaging with consumers.

The Focus is Shifting

In another survey conducted by Trinity McQueen, it was found that 46% of UK consumers are in fact open to ads as long as they are relevant; this despite the fact that 56% of them use ad-blocking software.


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