Beat the Adblockers with Influencers
by Koussey •
“A good advertisement is one which sells the product without drawing attention to itself.” - David Ogilvy said.
Today’s advertisers largely target consumers through the internet since it’s an affordable way to reach their target demographics. But consumers end up being inundated with ads and frankly, they are annoyed by it. If many just ignore them, a growing number of people are using ad blocking softwares, making it more difficult for brands to convey their messages.
Ad-Blockers are increasingly populars
For the uninitiated, ad blocking softwares filter and block any advertising from appearing on websites and applications. Consumers can set up an ad blocker through an extension on their browser, such as AdBlock, or by choosing to use browsers like Chrome or Firefox that have one already integrated. This means that users won’t even have to download and install a software to block ads from showing up. Ad blocking softwares become easier, more well known and regularly used.
As a result, ad blocking adoption rates worldwide are growing 30% year over year, reaching 615 million devices equipped according to PageFair and confirming that people are getting tired with the current modes of digital advertising. What’s even more striking is that the use of ad blockers on mobile devices is increasing rapidly. The 2017 Global Adblock report found that 94% of mobile devices that block ads are from the Asia-Pacific region. People don’t want to see all the pop ups, overlays, autoplay sidebar videos and other in-the-way banners.
Ad-Blockers are costing a fortune to Advertisers
Although this may be good news for consumers, it brings big challenges to advertisers and brands. Traditional ads are blocked, and obviously, this means that money spent on digital ads to reach your customers is being wasted. Needless to say, ad blocking is kind of a big deal, and it’s only getting bigger.
One researcher estimates that if ad blocking rates maintain at their current levels — and brands and publishers do little more to combat ad blocking, they will lose more than $35 billion a year by 2020. That’s almost 20% of the world advertising budget.
Influencer marketing is the solution
So, the question that naturally arises is — how to get your message across to your target audience. The answer is influencer marketing.
Influencers, especially micro-influencers are more trusted than most other types of digital advertising. As a matter of fact, 92% of consumers trust recommendations from peers over content pushed by the brand directly. Micro-influencers, because they know how to foster higher levels of authentic engagement than top-tier influencers, are especially effective.
Influencers marketing also ensures that your ads will be seen by consumers who find it relevant. Influencers manage to grow their follower base popular because they deeply understand what resonates with their audience, and they are experts at creating content to drive engagement from their followers.
In addition to this, influencer marketing is affordable at scale. It used to mean that a brand would pay four-figure (or more) sums for a single post or video with no guarantee of ROI. This type of influencer partnership still exists, but platform like Capssion will help you drive your earned media strategy on social media at the fraction of the cost with micro-influencers.
As we seem to be coming to the end of an era with ad blockers, it is critical for brands to find new and more relevant ways to convey their messages to their target audience. Influencer marketing is an amazing opportunity to do that, but also to better understand and communicate with consumers.
Written by Koussey
Koussey is a cofounder of Capssion