Few obstacles have posed a threat to savvy marketers quite like Apple’s decision to enable software to block online ads. In September 2015, the tech giant launched iOS 9, a new operating system that enabled ad-blocking apps, such as Peace, Purify, and Crystal.
In the same month, Time magazine reported that ad blockers became the fastest-selling software on Apple’s app store. Given that an August 2015 study by Adobe and PageFair found that the rate of customers blocking ads on their desktops grew 41 per cent over the last 12 months, this shift has fast become the bane of marketing campaigns.
Barriers to entry
For marketers who’ve long depended on online ads to connect with prospects, it pays to remember that this old model no longer works. For example, this new wave of ad blocking means that banner ads that rely on cost-per-impression can no longer guarantee leads – a fact that puts a serious dent in revenue. These days, the business of drawing customers’ eyeballs to marketing campaigns is anything but clear-cut. As customers increasingly exercise their right to cut through the online clutter, marketers must become more sophisticated.
Eyes on the prize
- Producing content that’s relevant to the preferences and lifestyle of target customers
- Investing in analytics platforms to supercharge personalisation levels
- Making media such as video content central to marketing strategy and experimenting with other compelling and relevant forms of storytelling.
For marketing campaigns of the future, the Internet of Things – as well as social-messaging apps, such as Facebook Messenger and WhatsApp – will also play a growing role.
The ad-blocking revival means that marketers will need to employ more sophisticated strategies – and fast. How are youevolving your marketing campaigns so that your marketing messages reach customers?