Dont wait to be victim of ad blockers
22 February 2016
News that mobile network Three has signed a deal with a technology company to enable it to block ads at a network level should prompt anyone who depends on such promotional activities to be more than a little bit worried. The digital advertising landscape is already a challenging one without the threat of tech companies seeking to shield consumers from all-important communication strategies.
However, its also fair to say that, from the consumers perspective, it can feel a little like the Wild West; users are bombarded with messages in a variety of formats that can disrupt the overall online experience.
Why should you care? In simple terms, this new development has the potential to reduce your advertising reach. Granted, there are other more sophisticated ways of reaching consumers online. But these can take time to reach fruition and prove costly. Product and special offer promotions are a little more quick fire in their approach than the slow burn nature of brand-building campaigns.
When youre asking your marketing and tech people why customer responses are down, its probably too late. Treat this announcement from Three as the starting gun for a new approach to online advertising – especially in the rapidly growing mobile sector. And dont expect it to be the only one, as once the other mobile networks see how this development pans out, theyll be next. Youve long since been able to block ads on your computer, so why all the fuss? Simple, mobile is the new normal for a rapidly growing number of consumers.
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