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BEST PRACTICES & STRATEGIES

Advertising industry must look for alterna-

tive business models due to adblockers

Many people use adblockers as they find ads 1. Accept the user's right to self-determination.
just annoying, they don't want to be disturbed 2. Ads should be respectful and add value.
while surfing online, or are afraid of infecting 3. Transparency: Advertising must be clearly identi-
their computer with malware through ads. Thus, fied.
the advertising industry must look for alternative 4. Ads should not appear in the body of a website.
business models.
5. Ads occupy a maximum of 25 percent of the
However, adblock users are very attractive to advertis- screen.
ers: they are educated, young, well paid, and most im-
portantly, they buy online almost twice as often after ...in practice, this means two simple rules for advertis-
seeing an ad, according to the official 2018 Ad Blocking ers:
Report by eyeo GmbH. a. Use networks certified for Acceptable Ads, for ex-
ample Bing, Google AdWords, Yahoo Search Ads,
Adblockers seem to have given back some freedom to Criteo, etc.
the user, because now a whole new ecosystem of con- b. Always ensure that non-animated ads are also
tent monetization models have been developed. Users available in standard formats for each campaign,
will increasingly be able to decide for themselves as this is the only way ads can be delivered to ad
whether, for example, they want to watch content for blocker users
free and consume advertising for it, or whether they
want to pay for ad-free content instead. According to eyeo's report, 38% of users say that intru-
sive ads negatively impact their opinion of the brand
Although some advertisers might think that this group is being advertised, as well as the site that served the ad.
out of their reach, that’s not really the case. Only a Hence, publishers and advertisers harm themselves by
small proportion of adblock users reject all ads, and forcing ads on users. The trick is to pick up customers
therefore see no ads at all; the remaining 83% are will- where they are and show them the advertising that of-
ing to see some form of ads, which supports content fers them added value and meets their needs. This also
creators who respect their usage habits, according to means respecting the user's right to choose which ads
Hubspot. But what can respectful and acceptable ad- to see. In other words, the user has given a clear vote
vertising look like? and is asking for alternatives. It's up to us to develop
new business models together that are viable for con-
To reach today's adblock users sustainably, note the tent creators while respecting the rights of users. ◊
following:
By Daniela La Marca

12 June 2022: Performance Marketing