Overcoming Ad Blockers

Most consumers would agree that ad blocking devices on digital and social media is one of the greatest inventions of all time. As technology advances, it’s gone from the digital world of advertising to the traditional media, specifically TV.  You can now, with the touch of a button, roll through ads without ever seeing them.

But if we’re honest, ad blocking is nothing new. The human mind learned how to block out and avoid annoying ads in all media way before the internet came along. 

Marketing experts have professed for years that there are no media that do not produce results; there are only messages that do not produce results.  They have also known that people don’t dislike ads; they dislike bad ads.

When you’re creating your next message, whether it’s for online or on-air, ask yourself what’s in it for your prospects to listen to (or view) this ad?  Is there any information or entertainment value for the listener?

Advertising guru Roy Williams, also known as the Wizard of Ads, is often quoted as saying, “For some insane reason, advertisers want their ads to look and sound like ads.”

Understanding that NO ONE consumes any media to see or hear ads is key to creating more effective ads. 

A study by Nielsen and Nielsen Catalina Solutions indicates that 49% of a brand’s sales lift from advertising is due to the creative, which refers primarily to the quality and the messaging,  A better message will garner a better response every time.