Digital advertising is on the rise. As this L2 Daily article explains, advertisers are spending more than $60 billion on it each year, which means digital has outpaced television to become the largest segment in the ad industry. So it’s not exactly shocking that ad blocking software is taking off, too. And, because a blocked ad is an ineffective ad, that’s clearly a problem for any advertiser hoping to connect with digital shoppers.
As of 2015, 45 million Americans were using software to block ads on their desktop and mobile devices. And that number is sure to climb. While the article goes into greater depth, let’s take a quick look at what, exactly, is bugging consumers about digital advertising.
Over-messaging - Consumers may be seeing as much as 5,000 marketing messages each day. By any measure, that’s overwhelming.
Target failure - Too often, the wrong message hits the wrong person at the wrong time. Effective targeting is even tougher on mobile devices.
Low tolerance - Digital advertising is increasingly focused on Millennials, who are more likely to use an ad blocker than any other group. They don’t like ads, and they’re used to getting their way.
So, how do you minimize the damage ad blockers can cause to you and your marketing budget? There are two important strategies savvy dealers are employing.
Use a native ad partner. So-called native ads are a popular approach because they are typically produced by the site publisher within their content. So, they are not suppressed by ad blockers. LotLinx offers Integrated Listing and Contextual Inclusion ads, two powerful messaging units that deliver your VIN-specific campaign to the targeted shopper.
Pay for performance. Perhaps the most important thing you can do is avoid CPM-based payment structure where possible. Using a provider that charges for actually delivering visitors to your site - and your VDPs - means you aren’t paying for ads that are blocked. When you pay for performance, you make exponentially more of your digital ad spend.
A LotLinx Digital Strategist can explain how pay-for-performance pricing and native ad placement can be effective weapons against ad blockers.