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3 min read
AdBlocker causes Advertisement Armageddon
Posted in Marketing on 26th October 2016 9:00 am
As we all know, there is an increasing pressure upon companies to advertise on social media channels, heck, we did a full post about it here! However, one thing that seems to be causing an impending sense of worry amongst social advertisers is the increasing popularity of AdBlocker.
AdBlocker is a content filtering extension for web browsers which allow the users to browse the internet without any irritating pop-ups or gimmicky banners.
Whilst there are a multitude of extensions that do a similar thing to this, for the sake of this article we’ll refer to them all simply as Ad Blockers.
Now, no one really wants to be plagued with false advertisements of magic weight loss pills or be invited to play fantasy avatar games, but the worry for advertisers here is, will AdBlocker block their ads?
Statistics show that there’s approximately 198 million users with AdBlocker currently on their browsers, and while that sounds like a big number, it means that 95% of the population don’t.
So whilst there is no need to panic now, the number of AdBlocker users are increasing on a rapid scale, so we believe that having a good understanding of this topic is crucial.
So even though the idea of having your advertisements blocked by a browser add on seems disastrous, as always there is a silver lining. According to The Guardian, AdBlocker now give the option for companies to be whitelisted, aka. allowed to show their ads again.
In order to do this a company must pay a substantial fee to AdBlocker as well as agreeing to only produce ‘acceptable ads’.
Well, AdBlocker will only agree to show whitelisted companies advertisements comply to these rules
Among the whitelisted companies are the business giants such as Google, Microsoft and Amazon.
Fortunately for us, you don’t need to have access to a multinationals budget to barter with AdBlockers to allow your adverts to show through their system.
In August this year Facebook started to allow advertisements to show regardless of the AdBlocker browser add-on.
In retaliation AdBlocker stated that Facebook was being ‘anti-user’. However, AdBlocker released a later statement saying they’d found a way around this new development.
This shows that there is are two distinct perspectives on this topic, with AdBlocker bringing ‘power to the people’ and Facebook trying to keep advertisements in check.
From what we gather there seems to be a cat and mouse game happening between both sides, with both looking to adapt to stay one step ahead of each other
It’s safe to say that this is a highly topical debate and may continue for some time, but that doesn’t mean companies can become complacent with their advertising.
Companies should continue to include social advertising in their wider marketing strategies as 95% of the global internet population doesn’t have AdBlocker.
Saying that, they should also start to explore other ways of promoting their business online, such as content marketing which is a much more organic way to promote your business.
If you’d like to learn about how we can help optimise your social advertising, feel free to contact us here.
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