The age of digital advertising is over. Well, probably not that dramatic but we had to write a controversial headline to get your attention. Even though it’s not over, it is changing and brands are being presented with many roadblocks ahead. Take a look at some stats.
You can pay $10 to Spotify & you’ll be ad free.
You don’t have to pay anything to download an ad blocker & you’ll also be ad free.
The case is clear; consumers are willing pay to stop digital advertising from interrupting them. Whether it be hard earnt dollars or the time it takes to download an ad blocker, consumers are willing to sacrifice resources to stop seeing ads & THAT IS EVIDENCE OF SOLID INTENT.
This intent is backed by data. 615 millon devices now block ads worldwide having grown 30% in 2016. Mobile adblock usage grew by 108 million and desktop grew by 34 million (Adblock Report). This data clearly shows a shift in consumer behavior as advertising is no longer accepted as the norm and consumers are actively distancing themselves.
Tackling these shifts in consumer behavior can be tricky but we can always base our solutions on human psychology & economics. Under the utility theory for decision making, consumers are not seeing enough value in the ads to warrant the loss of time/interruption. To solve this, brands either raise the value they provide their consumers through ads or they find another way to market their business.
That’s why content, video & influencer marketing is so powerful. These are essentially channels brands can use to bridge the gap in value. It’s a win-win situation as consumers get the value they need such as getting an answer to a question and brands successfully deliver their message in a non-intrusive way.
It may be extremely difficult to talk to people who don’t want to listen to you but if you solve their problems or entertain them, they will be more than willing to give you some of there attention.