How Adblockers Can Deliver Value to Procurement
We recently argued that procurement departments could play a crucial role in the ongoing fight against adblocking. With their unique long-term overview of how their brand is to be marketed, procurement can measure success on a more strategic level and help marketing avoid running the kinds of below the line campaigns that have led to the debasement of online advertising and the rise of adblocking.
Epidemic levels of adblocking in some parts of the world means that significant portions of the market are not being reached. Can even a drastic change in attitudes help brands reach these consumers?
We believe that the adblocking segment itself offers the best opportunity for procurement to find unprecedented long-term value. Assuming that advertisers can reach adblockers [1. The current trend is for adblock walls or a plea to whitelist. PageFair technology goes beyond this and delivers ads even to adblock users. Either way, getting through to adblock users is now becoming easier than ever before.], the segment exhibits three characteristics that make it valuable to any brand seeking value:
- No clutter
- No bot fraud
- A valuable demographic
The blocked Web is a clutter-free environment for the simple reason that people using adblocking see very few ads. They don’t suffer from the modern ailment of banner blindness. Our research has repeatedly shown that adblock users actually click on ads and respond well to relevant advertising. Brands that reach adblockers are getting through to users who will pay attention to their message.
No bot fraud
Advertising fraud online is a serious problem for procurement. Measuring success in terms of clicks of impressions is impossible if a significant percentage are false. The adblocking segment is self-selected to provide a real audience. Bots intended to defraud advertisers don’t install Adblock Plus.
Adblockers currently represent tech-savvy, younger consumers, which is why tech sites are being hit hard by adblocking rates. This will change as adblocking becomes more mainstream, but the demographic will always be populated by a class of Internet user able to seek out and install a browser extension and make decisions about what kinds of ads they want to see. For now, being able to reach adblockers means putting your brand in front of young, smart consumers with plenty of cash to spend – not a bad prospect both for building value and getting results from advertising.
Adblocking is a serious threat to the internet and to online advertising, but it is also an opportunity for brands to face the challenge head-on and change how they advertise. Even better, it is now possible to get relevant and respectful advertising in front of adblockers and reach a premium segment that has until now been invisible to advertisers.
Digital advertising has to go beyond the early days of focusing on quantity of ads served and develop respect for both consumers and the brands being advertised. Procurement has a vital role to play in making sure that the budget is there for marketers to engage with this segment and that the right metrics are used to evaluate the success of a campaign. Only then can real, lasting value start to emerge in the world of online advertising.
Download our free 2015 global adblocking report or measure how many visitors block your ads with a free PageFair audit.