COVID-19 Update

5 Ways Advertisers Can Beat Ad Blockers

  • Written by Tony D’Anna, CEO, PostUp
  • Published in Demanding Views

Tony Danna headshotThe adoption of ad blockers has taken off among internet users that prefer the ad-free content experience. This shift is hurting digital advertisers who have been relying on display ads as an inbound channel to reach new audiences and broadcast messaging.

To combat ad blockers, digital advertisers are pivoting their business models and looking for new ways to push out their messaging to new audiences. From running display ads within emails to sponsoring content to a targeted email list, there are several ways to overcome ad blockers. Instead of worrying about ad blockers, advertisers should focus on how they can reach digital audiences in new ways.Below are five ways that advertisers can beat ad blockers.

1. Adopt Native Advertising. Native articles are real articles that fit in with the site created by advertisers. They give readers a better ad experience as they are less intrusive than actual ads and integrate well into a news site. These articles should be interesting and fit in with the publisher’s editorial content in order to deliver a good reading experience. Since they provide a real content experience, these articles are usually not blocked by ad blockers.

2. Run Display Ads Within Emails. More and more publishers are adopting email newsletters to push out their content.Emails newsletters go out to a more highly targeted audience, which is more likely to click. In addition, since the publisher has their email address, the metrics are more compelling giving advertisers better insights into how their ads performed. While ad blockers might be blocking ads on a publisher’s website, you don’t have to abandon display altogether if you consider running these ads within an email.

3. Consider Sponsored Emails. Advertisers can also reach new audiences by taking over a publisher’s list and sponsoring emails. These emails, which include the publisher’s logo, allow advertisers to create and send their own message, and reach a specific segment of an audience on an occasional basis. The advertiser’s content should be compelling and attractive to the audience so as not to degrade the experience. 

4. Use Interstitial Ads. Interstitial ads let advertisers do full page takeovers, usually on smartphones or tablets for a specific timeframe when a user launches a mobile web page or an app. These ads completely cover the user’s screen requiring the person to engage with the content such as watch a video — or even click-through to the advertiser’s website — before being able to close the ad and visit the publisher’s site. Advertisers should ensure that the content is entertaining and supports the site they are running the ad in so that the user experience is good.

5. Work With Publishers That Ask Readers To Turn Ad Blockers Off.  Some publishers are finding success by reminding people that ad-supported content is what makes it free. Working with publishers that take this approach means that your ads are much more likely to be seen. Through lightboxes or interstitials, these publishers are telling visitors to turn off their ad blockers in order to access free content. Forbes promises to deliver a lighter ad experience to those willing to turn the blockers off. When Epicurious detects an ad blocker, a message pops up asking for the visitor’s email address in exchange for the free content.

Ad blockers do not equal the end of display ads online, but they do require some creative strategizing. Display ads alone can no longer support your digital broadcasting efforts, and savvy advertisers are identifying alternative ways to expose their brand to new audiences. From native advertising to sponsoring emails, there is a bounty of opportunity to explore.