With the launch of Apple iOS9 in September, users are now able to download an extension that blocks ads on most mobile sites. The new browser’s Content Blocking Safari Extensions give developers “a fast and efficient way to block cookies, images, resources, pop-ups, and other content,” Apple’s website said.
The Apple iOS9 ad-blocker announcement has certainly caused some frustration and we can’t ignore the impact this will have on digital advertising ROI, which already delivers very small returns for businesses.
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But it’s not only about marketers and advertisers getting frustrated over restricted advertising reach. There is considerably more at stake here for the mobile advertising industry as a whole and the impact on the consumer.
I recently wrote an article about “The Alarming Results of Paid Search” and the release from Apple iOS9 with Ad-blocking is a continuum of this governance demonstrated by Google, Facebook and Apple (and the like) within the digital world.
From the point of view of the consumer, Ad-blocking may sound like the answer to all our prayers. No longer will we have to contend with so many annoying adverts popping up all over our mobile when browsing. It seems too good to be true, right? WELL the thing is…. Apple’s own adverts won’t be blocked…
Let’s consider the affect this will have on the mobile landscape
Content Blocking Safari Extensions will:
- Block some analytics that are used by many publications to track usage. Meaning you may no longer receive content from your favourite brands.
- Give Apple a complete and thorough stranglehold on the ads within iOS.
- Higher pricing for ads as Apple hold the monopoly.
- Give priority to large corporate advertisers (who can afford the ad-space), which will dominate the mobile advertising landscape.
As these global giants slay it out to dominate the digital market, small business lay sidelined with little chance of competing with the corporate big budgets in the digital advertising space. While consumers lay powerless to the advances of the impeding victors of digital, publishers will be forced to look elsewhere to deliver their message and reach customers.
So how do you combat a digital C-Blocker?
With any large technology change like this we are likely to see a noticeable shift in advertising behaviour. Smaller brands could make a temporary move away from mobile advertising, adjusting their strategies to combat the greater advertising powers and regain connection with prospective audiences.
Mobile advertising is just one of many options in the marketing mix. There are many other successful platforms and channels to drive awareness and engagement, it just takes a more creative approach.
Explore your options:
- Research your audience and your paid advertising results, if your target audience is not particularly tech savvy and don’t use ad-blocking technology you could still experience reasonable cut through and ROI.
- Create communities and band together with likeminded individuals on collaborative projects to drive awareness and engagement.
- Continue to create relative and informative content to elevate SEO ranking and drive traffic to your website. Establish yourself and your business as a leader.
- Experiment with ‘traditional’ marketing approaches such as email, print, events and telemarketing campaigns.
Whatever way you decide to reach your audience and generate leads, we can support you to qualify, nurture and generate sales growth.
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For further insight into the Apple iOS9 announcement and the effects on the mobile advertising industry;