There’s been a lot of debate in the advertising industry of late on ad blocking software.
For the uninitiated, ad blocking software applies to digital advertising, and does exactly what it says on the tin. That is, it blocks certain digital ads from appearing on websites.
Publishers are understandably stumped. Without ads, they have no revenue. And without revenue, they have no business.
And whilst they’ve been working out how to respond, advertising pundits have been quick to wade in.
It’s our fault, they say. If our ads were better and if they entertained as well as sold, ad blocking wouldn’t a problem. The solution, they say, is to create better digital ads.
Now, I may only be a freelance copywriter mulling things over in an armchair at home, but there’s something that bothers me about their argument:
I can’t quite overlook the fact that no matter how good you make your digital ads, unless everybody else’s standards increase, people will continue to fall turn to ad blockers to save themselves from advertising.
For me, that means that whichever way you look at it, it’s out of our control.
Despite ad blockers, poor digital ads are still being produced.
And because of ad blockers, they’re reaching fewer people.
Which means if you go ahead and book a display ad (or similar), you better make it decent to get yourself some return.
The ‘hangman’ banner ad for Amnesty International was perhaps the finest there’s ever been
Internet users were invited to play hangman, decoding the advertising message themselves
On completion, users were asked to sign an Amnesty International petition promoting human rights
For help with your digital advertising, give me a shout.