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7 words marketers should associate with ad blocking

7 words marketers should associate with ad blocking David Zaleski
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Reality

Ad blocking is real, and it's happening right now in the world of consumers. Most marketers do not have ad blockers. It is easy to assume the world operates the way the ad industry does, but most people hate ads, and marketing has become more obnoxious since the advent of social media.

Peter Stringer, vice president of digital media for the Boston Celtics, speaks about the trend of ad blocking and why you can't afford to ignore it. 

Problem

Yes, obviously ad blocking itself is a problem for marketers, but what's more of a problem is how the industry has been conducting business the past few years as it relates to reaching consumers. On many platforms and contexts, advertising has become intrusive, annoying, and debilitating to user experiences. On mobile, the marketing is even more excruciating as mobile advertising is still largely in its infancy.

Adam Kleinberg, CEO at Traction, explains these issues in depth and how we should navigate the landscape moving forward. 

Strategy

A tactical approach combating ad blocking will not be sufficient to solve this issue in the long run. Marketers are going to need to take a strategic view of solutions to work in a world where consumers are overwhelmingly divorcing themselves from ad nauseam ad serving.

Benjamin Jankowski, group head of global media at MasterCard, expounds on this important aspect of the problem.

Content

Bad content has led to ad blocking. If the creative is obnoxious, not relevant, and annoying, people are more likely to install ad blockers and not buy your products. They say content is king, and for the past few years much marketing content has felt like a court jester. The industry needs to put the value of high-quality content first and solve that issue before looking at other culprits.

Mike Ballard, senior marketing manager at Lenovo, speaks about the important of this aspect of marketing.

Relief and inspiration

For the consumer, ad blockers are a huge relief. For marketers, they are a headache. However, if the community decides to see this trend in a positive light, it should perceive ad blocking as an inspiration to create better content.

Brian Solis, author of "X, The Experience When Business Meets Design," explains more.

Opportunity

Lastly, ad blocking is a huge opportunity to learn from the mood of consumers and make positive change to improve marketing overall.

Daliah Saper of Saper Law Offices, LLC speaks about why ad blocking can be a good thing.

David Zaleski is the Media Production Supervisor for iMedia Communications, Inc. and Comexposium USA. He graduated from Loyola Marymount University with a BA in Film & Television Production, specializing in editing, animation, and...

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Comments

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Commenter: Bob Cloninger

2016, March 11

It's absurd to expect consumers will tolerate a bad experience because of unlimited ad placement. Ads are a burden that slows page loads and scrolling, they can be obnoxious - especially when they begin unexpectedly blaring a message, and when they plaster themselves over content like three year old desperate for attention, patience runs out. The ad industry needs to think about how much ad content burden is reasonable, and then have some restraint.