Ad traffic on desktops across Canada has decreased by 30 per cent in the last two years. Even with mobile usage, desktop computer time actually hasn’t decreased so what’s happening? Ad blockers are the likely answer.
The big picture
So what does this tell us? People don’t like digital ads. Well, that not might be big news, but if you’re smart you’ll want to know why. What is it about web ads that are such a turn off for consumers? How can you adjust your marketing efforts?
When and where
For a start, many ads are annoying and intrusive. Pop ups are the big offenders here. Companies should think hard about when is the appropriate time to use these. For example, announcing a sale on your company website is an acceptable time, but continually using big splash page ads across a media outlet might create some negative brand association.
Also, most desktop ads are very impersonal. People respond much better at ads that are personalized. Google Ads and Facebook Ads do a better job of tailoring ads to those consumers more likely to be interested.
Know what your target market wants
The take away from the increase in ad blockers is that companies need to devote more consideration to reaching their customers in a more welcome way. Whether that should be through social media, tailored ads, experiential marketing or another avenue will depend on how well you know your target market.
There’s a much larger concern about the long-term consequences of ad blocking. Like it or not, ads are how news outlets stay afloat. All that time reporting and writing has to be funded somehow. Increase in ad blockers will inevitably lead to higher cost or lower quality news. Improving our digital ads is one way to find a middle ground.