Display Ads Are A Consumer’s Worst Enemy, So Why Spend Money On Them?

September 20, 2015

by Benjamin Potter | Creative Director, CLICKON

As consumers seek new ways to block traditional ads on mobile sites and applications, the advertising world has descended into chaos. When Apple recently announced that their new mobile operating system would make it easier for apps to block ads in Safari browsers, it was both a consumer’s dream come true and an ad agency’s worst nightmare. But what does this mean for marketers?

adblock plus
Ad-blocking software has thrown the advertising industry into chaos, but they raise an obvious problem that consumers no longer want to view traditional ads.

Apple are basically encouraging consumers to shut out marketing efforts to surf a “faster, cleaning, less-invasive web,” according to AdAge. For the past decade, consumers have made it clear that they would rather skip ads and get straight to the content. In today’s world where millennials set the trends, consumers are simply tired of products being forced in their faces through display and pop-up ads.

bacardi
Barcardi have become known for their native ads which have given them a huge increase in earned media.

Whether or not this will one day cause the internet ecosystem to collapse remains to be seen, but one thing is for certain: marketers who still believe display advertising is an effective way to communicate with potential consumers are not paying attention to what’s going on:

CONSUMERS ARE USING AD-BLOCKERS TO BLOCK DISPLAY ADS!!!

The best marketers are favoring branded content over display ads to irritate consumers less, and in doing so, evading ad-blocking systems such as AdBlock and AdBlock Plus. Sponsored or native content “survives the gaze of ad-blocking software, both on publishers’ own sites and on social networks such as Facebook and Twitter,” according to AdAge.

Consumers no longer want to hear about products through hard-sell tactics, but rather great stories to entertain or move them. By spending more money on branded content in 2016, marketers will see higher engagement, greater social conversations and brand-lift – not to mention their ads evading the evil power of ad-blockers.

WHY NATIVE ADS WILL GIVE YOU WAY MORE VALUE THAN DISPLAY ADS

buzzfeed native ad
Example of a native ad that BuzzFeed created for Behr Paint

1. Native ads are seen 52% more than display ads. 

2. 32% of consumers said they would share native ads with friends or family.

3. Native ads creare 18% more branded lift and purchase intent than display ads. 

On average, consumers look at native ads 52% more than banner ads. Not only do native ads driver higher brand lift than traditional display ads, they are consumed the same way as editorial content is read. Perhaps the greatest value native ads offer marketers is the way they accelerate earned media through social sharing.

No matter what the future of advertising holds, native ads allow for a clean slate; a new opportunity for invention, new creativity. Good luck!