With 12 million active users of ad blockers, marketers will need to think about how to use media creatively to ensure their advertising reaches the right audience in 2016.
Consumers have been blocking ads ever since they could turn a page in a newspaper or change channel using a television remote control.
Yet it is the rise in the use of ad blocking technology on digital devices which is making marketers nervous and prompting some careful analysis of how they should allocate their advertising budget during 2016.
Targeting your market
The article above courtesy of Marketing Week provides an interesting insight into how a company reaches its audience and how external influences can affect the outcome of your marketing strategy.
Whilst the solutions in the Marketing Week article (link above) are correct and very useful, Lumisi strongly believe that creating a varied and targeted marketing strategy will overcome issues such as ad-blocking. As the article mentions, consumers/customers have been blocking your marketing for quite a while, whether that was on your TV, in Newspapers or in person. Online advertising is another marketing channel which allows the intended audience to ignore the message. It is for this reason that companies (providing any type of product or service) should avoid ‘putting all your eggs in one basket’ and create a varied marketing strategy that utilises a number of different channels & forms of media.
Ask yourself this question… ‘Where does your target audience expect to see your brand?’ If there are multiple answers to this (which is very likely) then that is your answer.
As an integrated brand communications agency, Lumisi specialise in creating and developing brand identities which communicate across a number of different marketing channels which include, Printed Matter, Exhibition Stands, Websites with strong SEO, Social Media, HTML Campaigns, Motion Graphics, Online Advertising, Direct Mail Campaigns & more. It is this cross-communication between the channels that allows our clients to reach their target audience through a carefully planned marketing strategy.
For more information on our services, get in contact with the Lumisi team.