When it comes to digital ads, Australians are pretty serious about paying for ad-blockers. According to a new study from Accenture, a digital strategy company, more than 1000 Australians revealed nearly one third – that’s 31 percent – would pay for ad blockers to eliminate ads, as revealed in a recent B&T Magazine article.
But rather than seeing this as a mounting threat, brands and marketers should reassess the way they connect with consumers – this could mean refining the way ads are better targeted with a finer focus on making ads more relevant to a user.
As reported by A Marketing Interactive article – during a panel discussion at Marketing Magazine’s Content 360 – the issue of ad blocking and how to combat it was covered. Rather than looking at it as a threat, some members of the panel see this as an opportunity for marketers to better message their content, to the right user, at the right time.
Despite the intrusive nature of unwanted ads, consumers are still interested in brand messaging, if the brand has gained the loyalty of an invested audience.
According to Kevin Hagino, senior regional brand manager of LEGO Group, what will get a user’s attention is how good the content is. “Ad-blockers will make us better marketers. It is the survival of the fittest for content. If ad-blocking becomes more mass, we will have to find better ways of creating and distributing content.”
To read more on the survey, click here.