The UK now has over 12 million active users of ad blockers. This number is growing at an alarming rate and marketers need to think how to use media to ensure that their message reaches the right audience.
The number of ad blocker users grew 82% in 2015 and it has resulted in marketers becoming apprehensive about how they should allocate their advertising spend. Consumers have always been blocking adverts whether it be by turning the magazine or newspaper page or using the TV remote.
This is the first time however that the ad blocking trend has transferred itself on to digital devices.
The importance of TV
TV has been the cornerstone of advertising in the UK for over 60 years and there is no sign of any change in the near future. The total weekly reach of TV for adults was over 90% in 2015 with commercial telly’s share of linear viewing at 66.3%. With the reach of TVs so wide, the platform targets a range of segments.
Advertising needs to be smarter when producing content online or offline. This means higher investment to reach receptive consumers – increased use of video content and strong images helps brand with storytelling.
Targeted email marketing
Targeted email marketing is set to increase. Data-led approaches to email marketing enables the brand to segment its audience and ensure content is relevant and engaging for the receiver.
Relevancy, a respect for privacy and a better understanding of each brand’s target audience will create trust for advertisers. This will ensure consumers remain receptive to a brand’s message, wherever they see it.
Social media messaging apps
Brands will continue to increase personalisation and make better use of social media messaging apps. Products such as Facebook Messenger and WhatsApp will be used to send relevant offers to consumers to avoid the ad blockers.
Combat digital fatigue
Direct mail is likely to rise further in popularity because it evades the digital fatigue that many people feel.
Consumers only want to block ads if they perceive the messaging as irrelevant. Marketers must therefore ensure they do not put too much emphasis on technology at the expense of the creative. Getting back to simpler forms of marketing can ensure a greater impact, uniqueness and a higher degree of personalisation.
Brands demand for a quick financial return has resulted in the current clutter of adverts which is encouraging consumers to use ad blocking. All of the above provide a short term answer to ad blocking however a more long-term approach is needed to solve the problem.
For marketing advice specific to your business, get in touch and speak with a marketing specialist on 01858 374 170 or email info@idealmarketingcompany.com
