Cross-channel visibility is in demand as ad-blockers gain steam

Digital advertising update on trending topics seen in the last month of September 2015…

As advertising spending shifts to digital devices, content delivery and engagement are in greater demand. The latest statistics reveal that 89% of US companies now use social media within their strategies to secure the new marketing verb, ‘ENGAGE’. Driving conversations with specific audiences leads to greater visibility and changes the measurement data, not only to quantify who we are reaching, but also what type of exchange is taking place… is it attractive, positive, negative or flat?

According to a new report from “eMarketer”: Facebook and Instagram will account for $16.3 billion in social media spending this year, while Twitter’s market share will fall. The report also claims that Instagram will generate $600 million this year, which will equate to around 5% of Facebook’s total ad revenue. By 2016, he predicts that this figure will be 1.5 billion.

In its entirety, the drivers of digital media are growing rapidly and PARTICIPATION sheds light on the consumer and how, when and where they consume media. Metrics are fluid, reliable, and an intrinsic necessity for today’s marketing campaigns.

Ad-blocking has been a trend in recent days, due to the release of Apple’s new operating system iOS 9, which enables third-party ad-blocking apps. This move by Apple has brought the 10-year-old problem to the fore, and surprisingly, leading ad-tech experts are putting a positive spin on the problem.

Content developers are creating whitelists so that publishers who tweak their ads to meet certain less annoying guidelines, and of course, pay a fee, can avoid being blocked. If that practice takes on a new focus on producing high-quality content, standards are raised and visibility increases.

Another encouraging idea coming out of “AdBlocker-Gate” is the potential for publishers to target tech-savvy users using ad-blocking software. As Jon Anselmo, senior vice president and general manager of digital innovation at MediaVest, said, “People’s behaviors, including ad blocking, give us insight into who they are and what matters to them. A tech-savvy nature might be one of those ideas.” This idea about targeting ad blockers is very appealing, and the general consensus is that these users are the ‘hard to find’ consumers, which puts them in a niche targeting segment.

Industry leaders see the advancement of ad blocking users as a necessity to optimize creative cues that lead to increased viewability metrics and positive consumer experiences.

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