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The Solution To Ad Blocking: Make Them Curious, Not Furious

  • CMO.com, Monday, February 22, 2016 8:19 AM
On CMO.com, Vincent Blaney, European brand director, media and digital at Millward Brown, maintains that in order to combat ad blocking the industry needs to focus on battling ad receptivity with better content. Millward Brown's global AdReaction study contains many tips on how marketers can re-align their approach to stop a potential descent into an ad-blocked world. While consumers have a greater amount of control than ever, that "does not necessarily equal giving consumers the full power over a website’s ads. It can also mean offering consumers a choice about which types of ads they see, and presenting them with brands they are genuinely interested in." Further, "Moving away from small volume-high cost videos to high volume-low cost videos can help improve a brand’s platform-specific content offering. User generated content on a smartphone, for instance, can be sourced in large quantities without extortionate costs – and is automatically suited to being played on mobile," Blaney argues.

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3 comments about "The Solution To Ad Blocking: Make Them Curious, Not Furious".
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  1. Rick waghorn from addiply, February 22, 2016 at 8:32 a.m.

    So the answer is to make someone like Li Ka-Ching curious, yes?

    The billionaire owner of the 3 mobile network is blocking ads to his 8.8m UK mobile customers out of annoyance? All he wants is lots more little brand-led agency videos and all will be well again?

    #BS.

  2. Douglas Ferguson from College of Charleston, February 22, 2016 at 3:02 p.m.

    "brands they are genuinely interested in" ??  If I was genuinely interested, wouldn't I pull the information from the web instead of waiting for it to be pushed to me? I wish the gurus would just confess that there is no way to combat ad-blockers. Not really.

  3. Ed Papazian from Media Dynamics Inc, February 22, 2016 at 4:53 p.m.

    Telling publishers that they need to develop "better" content as a way to combat ad blockers is nonsense. The only way to begin to fix this self-imposed problem is to organize the presentation of ads and their number per viewing session so users will tolerate these intrusions and not have their use of clearly defined content segments or page view sequences interrupted and navigation rendered impossible. It may be too late as the cat is out of the bag, but really curative measures not denials and well intentioned exhortations to improve content are what's needed.

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