Digital advertising has evolved significantly in recent years. However, when we think of advertising on the internet, the first formats that come to mind are usually banners and other graphical ads that appear while we browse. This type of advertising can be invasive and disruptive for many users, which has increased the use of ad blocking tools, or AdBlockers, that seek to remove these formats from the online experience.
What are blocking tools and why are they used?
An AdBlocker is a software or browser extension that blocks the display of advertisements on websites or mobile applications, and also limits the downloading of cookies associated with these advertisements. By preventing certain advertising elements from loading, AdBlockers restrict the tracking of user activity that many companies do through cookies.
Although many users install these blockers because of the annoyance or irrelevance of certain advertisements, there are other factors that motivate this practice:
- Privacy and Security: The use of ads to collect personal data is a growing concern. In the face of mistrust regarding the transparency of digital advertising, many users are choosing to block ads to protect their privacy.
- Reducing Security Risks: In parallel to the above, malicious ads, which can include everything from spyware to phishing, increase cybersecurity risks. By blocking ads, users reduce exposure to potential threats.
- Loading Speed: Ads, especially on less optimised sites, can significantly slow down the loading of pages and applications. This affects the user experience and motivates users to block ads to improve navigation.
- Relevance: A study by the Interactive Advertising Bureau (IAB) showed that 46% of users consider ads irrelevant to their interests, which reinforces the use of ad blockers.
Impact of ad blockers on digital advertising
The rise of ad blockers has impacted the ad revenue model based on ad impressions, forcing brands to rethink their strategies and explore alternatives. To minimise the negative effect of AdBlockers, the industry has developed approaches that promote a less intrusive and more engaging advertising experience for users. These alternatives include ad formats such as:
- Native advertising: Integrated into the digital environment, native advertising is presented in a natural and relevant way for the user, without looking like a conventional advertisement. This approach makes it easier for the user to interact with the content without perceiving it as direct advertising.
- Content Marketing: This type of marketing promotes products or services through valuable content, such as articles, videos or infographics. This approach does not interrupt the user experience and can provide useful and entertaining information.
- Influencer partnerships: Influencer relationships connect products with specific audiences through genuine recommendations. Influencers help deliver the message organically, increasing the credibility and reach of the product.
- Branded Content: Branded content is a method that allows to deepen the characteristics and values of a product within an editorial format, increasing engagement without resorting to direct sales.
- Email Marketing: Although not always considered a ‘native’ format, email marketing allows you to reach a segmented and highly loyal audience. This channel is effective for building long-lasting relationships with users and maximising the impact of communication.
The future of digital advertising in a world of AdBlockers and no cookies
Far from signalling the end of digital advertising, the adoption of AdBlockers is driving the industry towards an evolution. The key for brands and agencies is to adapt to user preferences and focus on less invasive strategies that generate value and engage audiences. Innovating in the way they interact with the user will be crucial to staying relevant and overcoming the challenges that AdBlockers present.
Finally, it is important to note that as a result of these tools, contextual advertising has evolved and is emerging as a key solution in a digital environment that is increasingly restrictive with the use of cookies.
Rather than relying on specific user data, this type of advertising uses the context of browsing, such as the content of a page or keywords, to display relevant ads. This strategy not only meets consumers’ privacy demands, but also allows brands to deliver relevant ads at the right time, without the need to track user activity through cookies.
As we can see, the future of digital advertising remains secure despite the use of ad blockers, but brands and advertisers will have to reinvent themselves and adopt new strategies to capture the attention of their audience.
