Google Chrome began rolling out a new ad-blocking feature that it hopes will clean up the advertising ecosystem.
In hopes to discourage Chrome users from installing more aggressive ad-blocking software that snaps revenue universally, Google rolled out a feature that will block ads on sites that engage in a particularly annoying behavior.
Google is following the rules set in place by the Coalition For Better Ads. Some examples of ads being removed are full volume ads, flashing display ads, popups with hard-to-find exit buttons and ads that block users from seeing content.
As a business owner, it’s an advantage to keep these new policies in mind.
Google gave notification to sites in advance that they would be subject to the filter. Of those notified, 42 percent made preemptive changes, including Forbes, Los Angeles Times, Chicago Tribune, and In Touch Weekly.
The number of sites that actually had ads blocked on Chrome turned out to be quite small. Based on 100,000 popular sites in North America and Europe, fewer than 1 percent violated the guidelines.
Sites are notified in advance and are given a “passing,” “warning,” or “failing” grade from Google. They are also given 30 days to correct and change the ads that are given a less than a passing grade.
Ad-blocking isn’t new, but it’s more aggressive now than ever before
With the rising popularity of ad-blocking software over the years it has forced companies like Google and Apple to think more aggressively about how they handle advertisement.
Industry group Interactive Advertising Bureau in 2016 found that about 26% of web users had installed ad-blockers on their computers, and about 15% had ad-blockers on their smartphones.
Last year Apple, which doesn’t depend on advertising, took a more radical approach towards ad-blocking with their web browser Safari. Safari 11 allows you to default to Reader Mode, which strips not only ads but many other layout elements. Some pages, like the homepage of news sites, can’t be open in Reader mode, but the individual articles can.
Safari is a distant second place when it comes to users, Chrome safely secures the number one spot. Yet, the two browsers have only begun on how users will interact with websites and the advertisements they see. It’s safe to say the majority of our clients will be seeing up incoming changes to their web browsing experience.
How does ad-blocking change your marketing strategy?
If your company spends copious amounts of money on digital marketing, ad-blocking will probably not affect you as much as you think it would. Smaller business owners that spend a smaller amount on ads that are tailored for a target market, even 10% of users installing ad-blocking software can have an impact on your results.
There is a few best practices business owners can use to ensure that your marketing campaign is a success.
- Work only with online advertisers whose ads won’t aggravate users to the point that they use ad-blockers.
- Make sure you diversify your advertising and marketing plans. Try to focus more on Social Media marketing and creating a presence on those platforms. While radically different than traditional advertising on websites, they have more reaching power and generate more leads.
- Have relevant and engaging content. Engaged users drastically change their attitudes, including the intent to buy.
Users are flexible when it comes to advertisement
It can oftentimes seem like business owners are working against the odds with their viewers, but that’s simply not the case. A study by Ipsos found that some viewers are willing to work with social platforms and browsers and disable their ad-blocks if the content is something they truly value.
By understanding where viewers are coming from Google and business owners are changing how they advertise to not only gain the most revenue they can but also to continue to push content they believe in.