30 NZB JUNE 2018
I
t’s no secret that advertising brings money. Unfortunately,
over the past decade a large number of websites started
overloading their pages with advertising. This meant that the
online ad world became intrusive and irritating, which helped
develop a market hungry for ad blocker products.
Instead of being part of the unwelcome noise online and to
better reach customers, businesses should focus on more relevant,
personalised promotional strategies.
People are far less likely to object to seeing adverts if they are
relevant to them or their lifestyle.NAVIGATING A FRAGMENTED ENVIRONMENT
In order to reach potential customers in an increasingly fragmented
digital environment, businesses need to be thinking about how they
make their content meaningful, personalised and relevant from the
outset. That means gaining in-depth insights into their customers
including the brands they love, the places they go, even to the sports
team they support. It’s all relevant.
Businesses must begin their approach by asking “where do I get
information about customers that I can use to personalise their
experience and use as an input to my digital strategy?”IN 2017 PUBLISHERS LOST AN ESTIMATED $15.8 BILLION IN ADVERTISING REVENUE DUE TO AD
BLOCKING TECHNOLOGY.* AS THE POPULARITY OF SOLUTIONS THAT ACTIVELY REDUCE THE VISIBILITY
OF ADVERTISING PEOPLE SEE ONLINE GROWS, WAYNE JASEK EXAMINES WHAT THE FUTURE HOLDS
FOR BUSINESSES WISHING TO GROW AWARENESS AND REACH NEW CUSTOMERS.AD BLOCKING:
THREATS AND
OPPORTUNITIES