Ad blockers and declining ad effectiveness have forced marketers to switch tactics and focus more on real-time, owned and shared media. That change has brought a shift in strategy to content marketing, according to a report titled, “The Eclipse of Online Ads,” from Rebecca Lieb, funded by ScribbleLive.
It is estimated that since ad blockers have become popular, 12% of ads aren’t seen by humans, which amounts to about $18.5 billion wasted in spending. On top of that, most users have about 60% banner blindness, and are unable to recall any ads they’ve seen.
About 25% of smartphone users have concerns about the privacy of the data collected by smart devices, while only 20% believe that the benefits outweigh the risks of data collection.
Mobile is a different beast altogether for marketers: small screen sizes make establishing screen real estate difficult, while ads can eat into consumer’s data and drastically affect loading times.
Brands are being pulled into ever-more intimate relationships with their consumers, through the nature of mobile as a device, and through the data they are now collecting.
If a brand has a coherent strategy in place for its content, a well-budgeted marketing mix, and the ability to measure the specific outcomes it wants, it will stand up to scrutiny and attract the kinds of customers it wants.
If not, then a lot of money will likely go to waste trying to attract the attentions of fickle consumers.