Advertisers are being compelled to find new and better ways to reach consumers for their brand campaigns. Contending with the short attention spans of consumers to even notice digital ads is one of the greatest challenges in the business and gets even more difficult with consumer’s use of ad blocking softwares.
According to a recent report by PageFair, there had been a tremendous increase in consumer’s use of ad-blocking softwares that it is anticipated to cost publishers nearly $22 billion in 2015 alone.
“Ad blocking is robbery, plain and simple — an extortionist scheme that exploits consumer disaffection and risks distorting the economics of democratic capitalism,” Interactive Advertising Bureau President and CEO Randall Rothenberg wrote on AdAge.com.
In the next few years, advertisers are expected to increase their spending on native and social ads since these types of advertisements showed a dramatic rise in digital advertising recently.
Ted Murphy, CEO of Izea, a company that connects brand with bloggers said that many advertisers had already turned to native advertising due to ad-blocking softwares. Native advertising matches the form and function of the platform on which it appears, by simply showing ads that are related to the editorial content produced by traditional web publishers.
Social-media advertising also showed a dramatic upswing recently according to trade publication, Marketing Land. In 2016, advertisers are expected to spend $23.68 billion on social media campaigns, and even anticipated to reach $35.98 billion by 2017, according to eMarketer.