How AdBlock Helps Bloggers & Inbound Marketers Thrive
Unless you’ve been living in North Korea or under a firm rock –arguably the same thing – you’ll be aware of what ad block is in at least some form.
From Firefox to Chrome, web users have taken a stand against intrusive, non-relenting ads, and of course, we millennials are leading the movement away from a tedious user experience.
A report conducted by adobe and page fair in 2015 revealed that Blocking software has cost publishers approximately $22 Billion dollars a year, with websites targeting young, tech aware users being affected the most.
Why are so many vital users pushing back against ads? Even with Google and Facebook’s strict ‘quality’ and ‘relevancy’ vetting checks, Chrome-based browser apps such as ‘Ad Block Plus’ and ‘Ad Block’ are seeing year upon year growth.
Well, for the entertainment of our readers, I dared to venture into the wild web and consciously monitor all ads I came across.
My findings weren’t surprising but they were excruciatingly annoying, every ad I came across appeared to mimic my browsing history, ‘intelligent’ ads had gathered cookies and used them as bait to lure me back to each site. Of course, once conscious of this all user experience was ruined.
As part of my job as a content creator I’m often searching for images, and so, I got an ad from Getty Images
No explanation needed for this one from word stream,
And one more ad from Paradot, via Twitter.
Why Millennials Refuse Ads
You see the issue with these ads, is that they intrinsically infer anxiety, forcing thoughts like, ‘I forgot about those shoes, or that product, or the 1,000 other bizarre and irrelevant things I view from time to time,’ this adds to the list of complicated and detailed things we have to do or remember.
Of these ads, Word Stream is the only ad which is achieves an obvious strategy, branding is non-threatening and engaging.
In fact, according to recent findings, in the past 25 years, rates of depression and anxiety amongst young adults have risen by a staggering 70%.
So naturally younger users seek an open and distraction-free experience, advert blocking users my age expect high-quality content with a minimalist site. And videos that ‘auto-play’ represent the work of Beelzebub himself; do it and you commit brand suicide.
The simpler and easier the navigation, the quicker the load, the better the content. A mantra Wikipedia staunchly live by; the content they create is so valuable they can ask for donations. Content that is not interrupted is ‘clean’ content.
Apple seems to agree, unveiling a new ad-free system with IOS 9, this is also a lesson Microsoft’s Internet Explorer, *cough* ‘Edge’ *cough* has adapted by becoming an blocker of sorts by default.
So how does this help blogging, content marketing and inbound marketing users you ask? Well, Advert Block is in many ways a victory for the little guy. Instead of relying on content perpetuating a challenge, users are more likely to actively search for a resolution.
With Ads on search engines no longer available, only the most relevant sites appear, meaning that you are more likely to get the information you are searching for the first time around.
In addition to this, if you positively ‘fix’ your visitors issue, you will become a positive site, inbound marketers are at the forefront of this form of positive branding. Align your SEO and content to a specific challenge and watch the positive comments and messages roll in.
Similarly, blogs that nail their SEO and content quality will notice a wealth of traffic seeking their content. You are no longer annoying or pushy and if your content is valuable enough you may even get an email address.
Although as highlighted above Blockers can seriously damage a sites revenue, Ad Blocker Plus, one of the most popular applications in use has revealed a new system which allows non-intrusive ads. A great example of non-intrusive ads is Google’s own AdWords.
>By tailoring your ads to your landing page and subsequently your offer, the relevancy, and legitimacy of your content is strengthened, I in no way suggest that PPC is a dying tool, I instead suggest that Ad-Block has been a necessary lesson for many marketers about simplicity and honesty, something Google itself perpetuates.
What I Suggest
Sites like Forbes, 4OD and other power players have already made a stand, not allowing users to enter with basic blocking software, users who value the content of these websites will allow ads on each specific site.
Eventually, I would like to see an amalgamation of sites to join and offer an ad-free experience for a monthly or yearly fee, a little like Spotify, I have no issue paying my fair share towards content, in fact, I’d rather pay than see ads pop up.
If you are an active PPC business we suggest you create comprehensive brand voices where you can, humour, controversy and entertainment often engage with viewers as your ad produces a positive response/.
Simplicity is you most valuable asset, in a world full of ads, less is more and potential visitors will respect and thank your brand for your simple, honest, non-intrusive brand – Google is one of the best companies for this.