One of the things I love about social media is that it’s impossible to fake great content. This is a lesson that seems to be lost on the majority of advertisers trying to circumvent ad-blocking technologies.
If you haven’t heard about the battle between ad-blockers and advertisers, you should check out this article on DIGIDAY. It details not only the ways advertisers are getting around ad-blocking technologies but ways that advertisers can now actually buy their way past them.
All this effort, money, and frankly ethically grey behavior begs one question – why are advertisers trying to force something on users that they clearly don’t want?
Again, I refer back to social media. When a social media user doesn’t like a piece of content, it doesn’t get read, or liked, or shared. In response marketers have to come up with better content. In the end the users is – and hopefully will always be – the arbiter of whether a message gets through.
What some advertisers are tying to do is force the same intrusive content that forced ads to be blocked in the first place. Even the IAB is against this conflict-of-interest.
Personally, when an ad fails I look at the content, I look at the audience, and see if I missed some piece of the puzzle.
Almost always, I am trying to force my language on the audience versus speaking to the audience in theirs. I adjust the messaging and/or the format and see if I can’t make a connection with the audience that helps them solve a problem or realize a need. If I can’t do that in an appealing and compelling way the ad doesn’t deserve to be served. It’s that simple.
If you’re an advertiser; please stop wasting your money on these kind of technologies. Spend it on getting to know your audience or on great copywriters. In the end, your dollars will go way further and your clients will be much happier.