Should I Worry About Ad Blockers?

It is normal to be concerned about ad blockers when launching your first mobile advertising campaign. It only takes one bad ad experience to motivate someone to install an ad blocker app on their devices, and once that’s done, every publisher on the web pays the price. However, only 11% of the world population is using ad blocking software.

 

Who uses ad blocking apps?

It is easy to group people who use ad blocking software in two main groups:

  • People who simply don’t want to see ads: These people are overwhelmed by intrusive, irrelevant and annoying ads. This group of users supports good content and doesn’t object to ads. However, they stand for ads that are relevant to their needs. This is the main reason why you should always follow good practices when designing your mobile ads, and invest time and budget to target the right audience. 
  • People who want to protect their privacy: This group of people value choice and control over their browsing experience, and they are more likely to whitelist a site rather than disable their ad blocker completely. That is why it is extremely important to decide in which apps you want and don’t want to advertise your offers or services. 

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What can I do to stop people from using ad blockers?

The truth is there is nothing you can do to change these users’ bad experiences. However, it is in your power to ensure that your bank’s mobile advertising is handled appropriately.   

 

  • Avoid emotional exploitation: One of the most effective ways to advertise a business is to appeal to people’s emotions. Advertisers achieve their goals by making their audience laugh, or evoking a sense of nostalgia to create a bond between them and the brand. However, there is always a line that should not be crossed. When brands intentionally evoke rage or sadness in a tasteless way, it could be considered exploiting emotions rather than sympathizing with users. Make sure your ads never come across as offensive or unethical. 
  • Avoid misleading advertising: Misleading ads are not unethical – they are illegal. Businesses must make accurate statements in their advertising campaigns. It is common for advertisers to exaggerate certain features. In the long run, you will find much more success by staying truthful at all times.  
  • Avoid downplaying your competitors: As seen millions of times, some companies plan their marketing strategies around comparison and downplaying their direct competitors. By doing so, these companies make their products look more attractive, more affordable, or better in any other way. The truth is you should not get into this game. Invest your time to study your competitors and find the key differentiator between both businesses. Stick to what really makes you stand out, and base your strategy on your top selling points.  

By following professional and ethical guides of advertising, you are not only setting your bank for success, but you are also leading by example. It might seem unfair to some, but it is our responsibility to ensure that advertising stays alive for years to come. Customers need advertising to stay informed about products and services they might benefit from, and companies need to advertise to find those customers and expand. It is a circle, a win-win situation for all of us. 

 

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