Ad-Filtering as a Solution to Combating Low-Quality Ads and Ad-Blocking
The rising popularity of the internet has led to a foreseeable yet considerable increase in the number of digital advertisements. While most big-name businesses adhere to ethical advertising principles, numerous websites and companies continue to disrupt users’ web activity through low-quality and intrusive ads.
As expected, this has led to an increased prevalence of ad-blocking efforts throughout the world. A statistics source showcases that ad-blocking in the United States increased from 15% in 2014 to over 30% nowadays.
The arguments supporting ad-blocking are numerous and vary from performance concerns to a general trend of ad avoidance. For a while, it was believed that ad-blocking was mostly related to their performance impact, in the form of decreased page loading speeds and increased internet data usage. Yet, newer reports indicate that the ad-blocking trend is mostly backed by the increased number of disruptive, intrusive, low-quality and annoying ads.
However, it is essential to remember that not all ads are created alike. The digital ecosystem is home to a variety of thought-provoking and compelling marketing campaigns that leverage high-quality, valuable ads. This represents the main reason why 77% of interviewed consumers have stated that they would rather install an ad-filter, rather than an ad-blocker.
This brings us on to the main topic of this article: is ad-filtering a solution for dealing with low-quality ads and the negative impact of ad-blocking on advertisers?
So far, statistics seem to agree. To put things into perspective, an average of 81% internet users have exited a website because of an intrusive pop-up ad. Similarly, 72% of consumers would have a negative opinion of businesses that rely on pop-up ads. Lastly, 4 out of 5 people have admitted to leaving a website simply because of a pop-up, while completely disregarding the content provided.
However, it isn’t only the quality and intrusiveness of ads that matter. Many users reported that they think there are way too many ads online, whereas others are not keen on ad agencies leveraging user data for personalized ad campaigns.
Google also seems to agree, granted their recent efforts of filtering annoying ads. Despite being one of the world’s biggest advertiser platforms, Google’s market research has concluded that low-quality ads negatively affect the advertising industry, alongside web browsing pleasure.
As such, Google is actively trialing out a Chrome-based ad filter, which automatically hides ads that fail to abide by the Better Ads Standards. The filter is bound to block several types of ads, including pop-ups, countdowns, and auto-play sound ads.
However, this might not be enough, granted that the built-in ad-filter lacks any customization features, and not everybody uses the Chrome browser. On the other hand, a fully-built, customizable ad-filter backed by cross-browser support might just do the trick.
Based on everything that has been outlined so far, a decrease in the prevalence and impact of ad-blocking on website owners and businesses can also be obtained once most advertisers work towards designing valuable and less intrusive ads. This can be achieved if marketers follow all the current digital marketing trends, but also actively take user feedback into account.