While marketers are starting to learn that they need to pivot their strategies across platforms and devices, the technology to do so may be hindering its future.
Digital advertising spending has been on the rise and the need to be in front of consumers any way possible has become a necessity for marketers, while ignoring whether or not the message is tailored properly to the user. And because of this, users have just become accustomed to ignoring most ads. The rise of ad blocking technology makes it even more apparent that users are tired of irrelevant ads made for the masses.
Research from Optimal.com shows that 11.7 % of online display ad impressions in the U.S. were blocked in 2015.
The report also showed that 44% of users surveyed felt mobile popup ads were considered worse than TV ads, with only 31% finding mobile video ads more annoying. The data goes on to reveal that 45% of those surveyed are not yet blocking ads due to lack of awareness of available software. So it’s only a matter of time before more people start finding ways to better their digital experience.
As marketers find opportunities to customize the customer lifecycle across channels, it will make for a better experience and allow for consumers to embrace the messaging instead of ignore it.