Gimmicky, click-bait ads have been the antithesis to most advanced digital marketers. They generate rapid consumption of content to drive click-through-rate rather than develop brand equity and a loyal consumer base. Nearly one fifth of consumers are frustrated enough by these ads that they have installed ad-blocking software. This begs the question, if more and more consumers block ads, how will digital advertising survive?
As a leader in this space, Google has responded to this issue with an announcement that it will roll out an ad blocking tool in 2018 to help reduce "annoying" ads as defined by consumer testing groups. Publishers will prepare over the next six months using an "Ad Experience Report" detailing the quality of current ads and how they can be improved.
While seemingly counterintuitive, this is actually a great move for both publishers and digital advertising companies. Firstly, though some publishers will balk at the removal of certain ad types like pop-ups, ultimately the largest digital marketers like P&G, Coke, Ford, and others will be pleased to see belligerent ads removed. This is because it will re-instill confidence and receptivity in consumers for well-curated ad content. Secondly, for digital advertising companies that rely on publishers to generate revenue, this change is not expected to hurt the topline. Instead, it is viewed as preserving the end-user experience, a value believed to drive consumer lifetime value. It should also be noted that Google in particular stands to benefit from pre-empting third party ad-blockers, rather than letting them removing ads altogether.
Reactions from publishers should begin to emerge in the coming days and weeks and it will be interesting to see if they will meet these expectations.
AdAge Releases News about Google Chrome Ad Blocker
WSJ Google Chrome Ad Blocker Summary
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