Ads have become the scourge of the Internet, especially in mobile, where limited screen size makes unwanted messages even more obtrusive. In turn, more and more users are adopting ad blocking technology that wipes away marketing clutter.
While this rising ad-blocking technology spells bad news for certain forms of online advertising, it provides new opportunities for businesses with flexible and diverse marketing strategies.
A Serious Threat
According to a 82 percent annual increase in ad blocker adoption among British internet users. While this data is limited to the UK, it's a safe bet the trend is just as powerful in the United States.
native advertisements have been shown to drive higher brand visibility and awareness when compared to banner ads.by IPG Media Lab and Sharethrough,
Making it Work
In some circles, sponsored content is regarded with as much contempt as obtrusive banner ads. That said, when it is crafted with relevance, flare and journalistic honesty, it can be far more effective than the banner ads it looks to replace. What's more, when it educates and entertains, this form of advertising becomes content readers want to read, and something which ad blockers have neither reason - nor the capability - to block.