Adblock software has become one of the quintessential experiences when it comes to browsing the internet, so much so that I personally use it and disable it only during site testing. It’s free, it removes all the clutter on the internet and it makes many free domains tolerable. As Google is about to implement the Better Ads Experience this February 2018, it creates fresh, new opportunities for businesses to connect.
Why Consumers Like Ad Blocking
There’s a reason why ordinary people, even like myself, use Adblockers. Many of the sites these days have a tendency to use intrusive, annoying and even downright obstructive ads that tend to devalue the user experience (UX) on the website. The Coalition for Better Ads, a group that aims for improving online advertising, couldn’t have said it any better:
“Advertising helps support valuable free content, robust journalism and social connections across the internet. Consumers, however, are increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing.”
Rather than suffer through ads, people would rather use software such as uBlock Origins and AdBlock Plus, usually at the cost of ad revenue for websites.
There is also a strong clamour for adblockers to be pushed into mobile devices due to the rather limited operating space, which should be provided for user experience rather than
Advertising Still Matters in an Ad Blocking Internet
AdBlocking does not mean, however, that people would never tolerate any ads at all, even if they are not deductive to the user experience of the website. UX is so important that, in the research of the Better Ads Coalition regarding the creation of a standard through UX Data, there is similarity to the data of “No ads” and “preferred experience” tests. What does this mean for your advertising agency?
This means that as long as an ad is properly positioned, non-intrusive and does not slow down experience, they will tolerate them – even click on it if it is interesting enough. With Google about to push their Better Ads Experience Program by next month, you would need to think harder of how to do your ads better, and ad creation becomes more consumer-centric, rather than making them simple statistics.
Why You Should Embrace the Google Adblock Program
The upcoming Google Chrome Adblock system is good for the digital marketing and digital advertising landscape as a whole. Here’s why.
Google Will Not Kill Ads Due to Revenue
Google gets its revenue on ads, even leading all other companies in this revenue stream. They are projected to earn up to around $72.69 Billion on their ads alone for 2017, which means Google’s new implementation will not try to kill the very industry that their income depends on.
They will, however, will most likely take out many ads that are irrelevant and intrusive to their consumers. The problem with blocking software is that they remove all ads without regard if it is ethical, properly placed or non-intrusive. This makes Google lose money. By controlling it themselves and catering only to the “white hat” means of advertising, they expect to take back the consumer market that is cut off by these blockers.
Adblocking Can Improve Your Relevance
Google’s adblocking program can make your advertisement relevant again. Many people don’t click ads because they are not relevant to their current experience. Have you seen a banner ad about working online and earning $18,000 a week whilst browsing? Any person with half their wits will not click those ads.
Once the search engine company filters these out and screens them, what is left is your legitimate, ethical business advertisement. Whilst there’s not a lot of details yet how this will happen, 100% compliance to the standards will be their aim.
If an advertiser continues to do unscrupulous or unethical methods with their ads once this blocker is at large, they will either face costly consequences or full filtering from any of Google’s searches.
Challenging the Ads Industry
Google’s implementation is challenging advertisers to improve upon their current advertising techniques. Many of the current methods that digital advertisers use relies heavily upon presence rather than providing value.
Traditional ads like autoplayers and overlays are there to try to control the content and force the consumer to click before content, which is both lazy and does not generate enough of an ROI at all to be worth it.
By providing filter to the overall schema of the advertising landscape, this pushes ad agencies and businesses to adhere to a certain level of ad UX design that encourages user mindset that ads are not bad and, by clicking the ad, they can get some value out of the experience.
Why Google Wants Adblocking
At the end of the day, what Google is trying to do here is two-fold: one, it tries to eliminate the relevance of Adblock software by answering the issues of people who use them, and two, they are trying to take the necessary steps to get the revenue lost through blocking by trying to convince users that non-intrusive ads are something to be welcomed.
We still have a month before we see if this works. If it does, then we get a better internet experience for everyone – both consumer and businesses alike.