Braindrop: Ad Performance

Is ad-blocking affecting your ad performance?

Here are four tactics to help.

In another Braindrop, we addressed Google-Chrome-specific ad-blocking, but ad-blocking isn't just limited to one browser. More and more consumers today are utilizing ad-blocking software to limit the number of ads that they see while browsing the internet. 

According to Click Rain's Digital State of the Midwest, 38% of respondents reported using ad blockers. Knowing that one third of your ads won't be seen by a consumer, how do we adapt our marketing strategy? 

First and foremost, enhance the user experience. 

Ensure the ads that are visible are relevant and less intrusive. Confirm that your ads are IAB compliant, and that they follow the LEAN ads program guidelines. 

In other words, make sure your ads maintain limited file size, are secure and encrypted, and that they do not interrupt the user experience. 

Research shows that 59% of consumers want real-time, personalized offers, so create content that is relevant to your readers and that complements the material that they are viewing. 

Additionally, test out rich-media ad units that encourage engagement or think about implementing less-intrusive media tactics such as native advertising. All of this will further promote a positive user experience and help you stand out against the clutter. 

Second, diversify your media mix. 

55 percent of ad blockers are installed on desktop, compared to 22 percent on mobile. So, ensure your dollars are properly weighted toward mobile advertising. 

Additionally, ad blockers do not currently prohibit ads from appearing within a mobile app or within Facebook. So ensure that you have media dollars allocated within these platforms. In other words, ensure that you have a solid media mix that includes sponsored content, native, social, online radio, etc. The more diversified your media mix, the more likely your messaging will reach your audience. 

Third, understand the demographic of people most likely to utilize ad-blocking software. 

Younger demographics who are more tech-savvy are more likely to involve such software. 

In fact, 26% of those installing the software are between the ages of 25 and 34. Additionally, 60% of ad blocker users are male. If your target audience is a young, tech-savvy male, you may need to alter your performance expectations. 

Finally, don't forget to focus on your website and search engine optimization. 

The strength of your site and a tactful online presence of your brand is key to showing up in organic searches. 

Searching with Google or Bing is intent-based, meaning the consumer is intentionally seeking information related to your brand. Ensure that you have built a solid brand identity and that people can easily find you when searching for related terms. 

At Click Rain, we understand the ever-changing digital media landscape, and we help you navigate obstacles like ad-blocking by finding creative solutions for reaching your audience. 

Thanks for watching, and we'll see you next time!