Why the ad industry is freaking out, but you don't need to.
Thu Oct 22 2015
Did you know that digital ad blocking software will cost online advertisers nearly $22 billion in advertising revenue this year? How about the fact that US ad blocking grew by 48% in the last 12 months and is now being used by over 45 million people? According to a recent study by Adobe and Paige Fair ad blocking is becoming more of a pressing issue for online advertisers.
If you aren’t familiar with online ad blockers, this means that internet users have equipped their browsers with plug-ins that prevent the display of websites’ digital ads. I just recently got a new laptop and downloading an ad blocker was one of the first things I did. Even mobile platforms are now supporting ad-blockers as we’ve seen with Apple's’ new operating system, iOS 9, which allows users to block mobile ads in Safari. The trends show that software like this will only increase, therefore diminishing the value of traditional ads. Long gone are the days where investing in a banner or popup ads will produce an appealing ROI.
The problem presented is that brands who are looking to advertise online have to get creative and can’t rely on old marketing tactics to showcase their products. This is great news for influencer marketing.
Influencer marketing is all about reaching your customers where they are at. By partnering with social media influencers you can reach a large audience of people in the natural setting of their social networks. For example, the jewelry e-commerce company, BaubleBar, has partnered with Instagram influencers like Tori Gonzales and Juliah Engel to highlight products to their huge audiences.
These influencers post a lot of content about jewelry and fashion, so it was very natural for their followers to see those types of pictures in their feeds. This more personal way of reaching audiences is one of the best solutions for brands looking to advertise in this post traditional ad world and with tools like AspireIQ it is now easier than ever.