If you rely on display ads rather than content to generate leads online the growing use of ad blockers may cause you to reconsider. With one click, free ad blocker add-ons are available for every popular web browser. They do what they say they will do – block ads from appearing on all web pages including Facebook and YouTube.
It seems many website visitors are annoyed by a certain kind of advertising. Pop ups, moving animation, and use of audio are among the most annoying. Ads that cover up content irritate visitors too. Google has banned this kind of advertising on its pages. They require static ads and prefer text only without images. They also have rules for ad placement (can’t obscure content). They believe targeted ads enhance the user experience. The default filter on the Mozilla Firefox add-on takes a similar approach. But, the user can choose to block all ads by simply changing the default.
The use of ad blockers is growing. ClarityRay, a company that offers ad block alternatives, reports that 9.26% of ad impressions are blocked in the U.S. and Europe. Some solutions to soothe the ad-intolerant include paying for an ad-free experience as a subscriber. This can help worthy sites that rely on ad revenue stay in business.
Sponsor Content, Feature Content
If you want to generate leads, don’t rely solely on ads. Start generating leads and building social connections through content. Support high quality content as a sponsor, lead online conversations or include feature content on your company website.
Sponsored content is much less offensive to visitors than flashy ads. Food Management magazine has a page on its site for sponsored content including videos and recipes from food companies. Many newspapers online now dedicate a page to sponsored content. Johnson & Johnson’s partnership with the Huffington Post helped create the Post’s Global Motherhood section. The page makes it transparent that J&J is a sponsor.
On the site Johnson & Johnson has an ad as well as their twitter feed. Some sites are ridding themselves of banner ads and replacing them with discussion platforms. The primary commenter is required to monitor the conversation. This is a good way to learn what your audience cares about. Feature content on your site may include white papers and case studies. Share original content and connect with customers.
The use of ad blockers is predicted to double in the next 20 months according to ClarityRay’s research. People are looking for content, not flashy ads. They don’t want gimmicks that interrupt their experience on the site. Becoming a sponsor of quality content or creating your own feature content will position your company well. Ad blockers are one more reason to focus your attention on content.
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