Can user-experience defeat ad blockers?

Online advertising is a key way to promote products and services, as well as funding free content. But ad blockers are becoming more and more popular, with 22% of Brits using them (source: Reuters Institute).

The reasons? Concerns about online safety, experience interruption, and frustration with ads that slow down browsing.

The good news is that most ad block users actually want to view some ad formats online – just those that are relevant and add to their user experience.

So, it’s not the ads, but the user experience they create, or disrupt, that we need to think about when devising the digital campaign, and creating the concepts.

The Coalition of Better Ads has published the Initial Better Ads Standards – which sets out 16 types of ad experiences that are directly connected with the inclination to adopt ad blockers.

On top of this, from early 2018 Google will stop showing adverts in Chrome that don’t adhere to these standards.

Obviously, as the biggest browser in the world, with 54% of online taking place on Chrome, and 64% of search driven by Google, you don’t want your ads blocked by its algorithm! (Sources: StatCounter and ComScore).

So, how can you ensure your ads engage your target audience and keep Google happy too?

  1.  Adhere to the standards
  2. Focus on customer-experience
  3. Make online ads relevant, engaging and targeted

Over time we will hopefully see a slowdown of ad block usage as a result of this, which together with improved ad experience, will be a win-win situation for both consumers and advertisers alike.