Nobody likes intrusive pop-up ads. No matter where you come from or what you believe; your gender, your race—there is likely nothing that brings more people together than our detestation of pop ads online.
And that is the secret behind the success of companies like AdBlock Plus. Ironically, they are the industry leader—ie, they make lots of profit—in blocking online ads that other companies try to get you to see. But now, the Germany-based ad-zapping software maker is looking to make more money by, surprisingly, selling ads.
It makes sense: every company, every piece of software, every sector of the internet has engaged, committed audience. And that audience—while they may not like intrusive pop ads—will have a preference for advertising; because it is not that we hate advertising as a whole, we just want to receive marketing that is relevant to us and delivered in a way that is more inviting.
In fact, engage: BDR co-founder and CEO Ted Dhanik comments, “It’s no secret that Adblock Plus users are a coveted audience: They’re digitally savvy, often millennial consumers. Also no secret: the injustice caused not only by this technology stealing ad space from publishers, but now planning to profit off that space. We have neutral third parties, like the Interactive Advertising Bureau, to introduce best practices on user experience.”
But while this may come as a shock to some, this is actually not anything new. MPP Global SVP of North America Scott O’Neill reminds that leading publishers are already using these techniques to fight the revenue decline (as a result of ad blocking software). In fact, he says this decline has been as high as 40 percent for some. He tells, “There are lessons to be learned about the intrusive nature of adverts and the effect they have on the end user. We have long advocated the evolution of the way publishers monetize their offering.”
And the hope is that this new merging of ideas helps advertisers become more creative in the ways they engage with the audience. Again, it is not so much that people hate ads—just that the audience obviously did not visit a certain website for the purpose of seeing an ad. If companies can find ways to be more engaging with their audience—and marketers can figure out how bring relevant ads to each end user—there may, in fact, be less need for ad-blocking technology.