How do you get better at targeting people who are ignoring you? That wasn't my first question to many digital media gurus this week, but rather my second. The first was asking how brands can deal with
the fallout from ad blocking, viewability and fraud. The follow up was necessary because so many people out there are offering, as their main advice, that the way you get around the clearly evident
problems of digital display is to get better at it. By that they mean better targeting of more relevant ads.
This brings us back to the proverbial square one. How do you get better at targeting
people who don't want to be targeted and who are actively taking steps toward barring your ads? You could presumably be the best in the world at targeting and offering relevant, compelling offers and
calls to action to the most appropriate audience and they would never know because they had tuned you out.
The question gained even more relevancy this week when it became clear that Microsoft
is on a course that will allow third-party ad
blocking through its Edge browser. The move will mean all the major browsers offer plug-ins that allow ads to be blocked. In fact, it would be more accurate to say that the tech allows
ads to be blocked unless the advertiser has paid to be let through. The art of ad blocking is, you see, a very modern protection racket.
My point in asking experts in the London
scene what brands should do was to get an idea whether my feeling is correct. To me, display will always be important -- that's pretty obvious. Billions of dollars of investment will not
just suddenly disappear. However, its reach is obviously limited, particularly among the young and males. Although the IAB UK puts ad blocking at around one in seven, some estimates reduce this to one
in three Millennial males.
So common sense would dictate that brands, right here and now must be devising ways of getting around distraction at the end of the screen to
become part of the content flow itself. Red Bull Media House, for example, has this week signed a deal to be on the Reuters Media Express distribution channel. It stands to
reason that brands have to be upping their native advertising and social games, doesn't it? Perhaps outdoor, direct mail or experiential should be looked at for possible new ways of
reaching consumers?
I mention these suggestions simply because so much of the feedback from the digital media industry is to just keep on ploughing away at display. That's probably fine
to protect the status quo and, by getting more targeted and relevant, stop more people blocking ads. However, it's way too late for, say, one in three male Millennials. As blocking becomes ever more
available, it stands to reason that brands have to be agile and consider how they can achieve what they hope to do through display by supplementing the channel with other routes to market where they
are front and centre.
If you carry on with your pre-existing mind set and that success will be yours if you get better at display, then I'm afraid we're back to that same tricky question that
no guru has yet been able to answer. How do you get better at targeting people who are ignoring you? If you seriously think the answer is more display, albeit better and improved, you are seriously
deluding yourself. That answer has to be in supplementing display, not shoving more down the throats of those who have switched it off. Doesn't it?