Native Advertising and Ad Blocking: What You Need to Know
As technology continues to sculpt the face of the world as we know it and today's digital consumer is more tuned in and switched on than ever before, the way in which businesses connect, campaign and promote their products has changed exponentially.
Even half a decade ago, a static banner ad or a one size fits all marketing campaign would yield reasonable benefits regarding profit and conversion, but today's digital native not allow themself to be lured in by such antiquated methods.
That said, we’re going to look at two notable fields related digital marketing - ad blockers and native advertising - and tell you what you need to know about them to equip you for this year, and in years to come.
An ad blocker is a piece of software designed to stop advertisements from appearing on a web page, and the use of ad blockers is on the rise. In fact, Adblock Plus, the planet's most popular ad blocking extension, has been downloaded more than 500 million times. And that's just one of many ad blockers available today.
As people began to wise up to advertising and see blatant promotional tactics as disruptive to their online experience, ad blockers were adopted on a mass scale. As such, brands and businesses must find increasingly engaging, personalised ways to reach their target audience.
According to a recent report, ad blocker usage has stabilised somewhat, but due to the level of people using mobile devices to live their daily digital lives, we can expect to see a rise in the use of mobile-based ad blockers in the not so distant future.
To safeguard yourself against the growth of mobile ad blockers, you must ensure:
- Your website and all landing pages are fully mobile optimised.
- You focus on creating and publishing content that engages, inspires and adds value to the lives of your target audience.
- You invest time and money in boosting your organic search authority as well as your user experience.
- You harness the power of social media to spark up meaningful dialogues with potential prospects.
Native advertising is a strand of paid media where the advertising experience follows the natural form and function of the user experience in which it is implemented; it's content marketing with a boost.
The attractive thing about native advertising is the fact that it fits neatly into the browsing experience of the target consumer, offering the type of promotion that is personal, engaging and unintrusive. And if you get it right, the rewards of native advertising are great.
A recent study from Business Insider has discovered that native ads budget reached $4.7 billion in 2013 and are projected to climb to $21 billionin by the end of this year as more online marketers recognise its benefits.
To paint a more vivid picture on what you can expect from the realms of native advertising this year, here are a few projected trends:
- As suggested by Business Insider, the spend on native advertising will peak in 2018.
- Artificial intelligenceand augmented reality will make its introduction to native advertising, offering a fully immersive promotional experience.
- Increased personalisation and customisation hold the key to the future of native advertising. The likes of Deezer and Pandora are already in the midst of launching sponsored playlists and songs targeted at specific users. And we're expecting to see more of these initiatives this year.
One of the biggest drivers of any digital trend or development is the talent to inspire, innovate and stay abreast of the constant changes that come with the evolution of technology.
That said, does your business have the digital skills it needs? Read our thinkpieceand get one step closer to finding out.
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