Ad Blocking is nothing more than someone saying your advertising sucks.
Ad-blockers are changing the digital advertising landscape drastically. Already quarter of Internet users in US are using ad-blockers and about 50% more is considering to start using them. If digital advertisers are left with audience who is just incapable of using the ad-blockers, it does not sound like particularly lucrative target audience. We already know that people who are clicking banner ads are not necessarily the sharpest pencils on the drawer. Already in 2011, it was 279.64 more likely that you would climb Mt. Everest and reach the summit than to click a banner ad.
Facebook has started to force ads even if you are using ad blockers in desktop. Publishers are testing different ways to battle ad-blocking. But essentially it will a game of cat and mouse. People have already made their statement: majority of them don´t want to see your spammy ads.
So if you can´t beat em, join em:
- Brands should do their own ad-blockers
Maybe Amazon could this. Instead of getting non-relevant harasment, you would get personalized recommendations based on the content you are watching. Essentially Google ad network could already provide some of this level, but many of the advertisers are still quite lazy to utilize all the possibilities. New cognitive ads from Watson could provide interesting alternatives to changing the adspace from intrusion to utility.
It could be also strong statement from brands doing constantly good advertising. For example I would rather see Nike ads all the time than majority of other brands (see D&AD Ad Browser filter)
There are already some ad-blockers who are selling ad space (which sounds a little contradicting, but what the heck). The logic is that you replace the annoying and ugly ads with acceptable and beautiful ads.
- Reverse ad-blocker
This could be an interesting art project.
When we are flooded with fake news, actually the ads are only thing we can rely on. So I don´t actually want to block the ads, I want to block the horrible content I waste my time on. Think about it if you could block all the Facebook updates, irrelevant Whatsapp messages and biased online commentary. You would only see the good old marketing communications aimed to make you buy more instead of fake news messing with your head.
Blocking is a part of good defense, but great blockers keep the ball on court.