Idea #3 People love Adblock
The reign of advertising hype must leave room for the era of targeting
Intrusive, inappropriate, deceitful, parasitic, ill-intentioned … There is no lack of adjectives when people are told about their perception of online advertising, and its omnipresence, at the very basis of the economic model on which all this industry is based, has eventually fueled a very strong sense of defiance on the part of Internet users against it. Banners, content and sponsored articles, pop ups, paid influents to tout the merits of products or services, pre-rolls … it is everywhere , All the time.
From this defiance was born Adblock, superstar of add-ons to web browsers, guaranteeing a private online experience of almost any solicitation. Well-intentioned, this tool guarantees Internet users a comfort of navigation that they had almost forgotten, or even they had never known (for the youngest). The only shadow in the picture, and the size, the improved navigation comfort impacts the economy of the sites on which they navigate, the latter thus deprived of a part of their advertising revenue.
Going in the direction of the users, which thus enjoy a greater comfort of navigation, Adblock intrinsically puts this comfort in balance, since it questions the model (free) on which the web was constructed. And this challenge directly impacts digital actors, such as agencies, who now have to meet the challenge of relevance and creativity to continue to guarantee convincing campaign results for their clients.
The reign of advertising hacking has ended and must now be replaced by targeting, and above all quality content: it is no longer enough to broadcast a message via banners, via social networks or via any form of advertising for That it spreads exponentially.
Building a coherent digital ecosystem, offering personalized content, thinking about user centric, creating relevant partnerships, identifying the right influencers, or knowing how to seize new opportunities is now vital.
Keep your eyes open !
To not miss anything …
74% of French Internet users would not be affected by the numerous advertising campaigns that the brands strive to diffuse on the networks … This study conducted by Odoxa, the Usine digitale and L’Usine nouvelle offers us what to ask questions !