As ad blocking apps become more popular, marketers are working on more appealing alternatives.
As ad blocking apps have suddenly exploded in popularity – particularly now that they have been permitted on iPhones and other iOS devices – mobile marketing firms have found themselves taking a cold hard look at the techniques that they have been using to reach consumers, and what they can do to overcome being potentially blocked.
Advertisers are finding themselves experimenting with different ways to reach customers over smartphones.
A growing belief is that mobile marketing companies will need to start looking for new, relevant, context-driven techniques to connect with consumers in a way that is appealing enough that they will not want to take measures to block them off. Two areas that many feel will be grabbing a great deal of focus will be in-app advertising and branded content. While it is too early to tell precisely what the top methods will be, these are some of the main guesses, so far.
At this point, it has not yet reached the point in which mobile marketing budgets are being slashed back.
So far, ad blocking apps haven’t had enough of an impact to stop industry execs from wanting to spend over this channel. That said, there is still a risk that a reduction in mobile web ad inventory could occur as publishers and advertisers gauge the impact of ad blockers and attempt to find other methods of reaching consumers in which they are less likely to be blocked.
According to A.T. Kerney media and technology practice partner, Greg Portell, “Budgets will continue to shift to mobile as they catch up with the shift in eyeballs.” He added that “There should be a period of time with spend in mobile rising regardless of ad tech.” Portell pointed out that there has been some worry expressed over the risks associated with ad blocking software, which will help to drive experimentation to a greater degree than has been the norm until now.
He feels that there will likely be a rise in branded and native sponsored content. He also underscored the importance of providing consumers with relevant communications within an appropriate context, saying that it “transcends ad blocking”
Those for which gamers currently have the highest expectations include Electronic Arts (EA), Tapinator, Activision Blizzard, Take-Two Interactive Software and Glu Mobile, among others. These mobile app developers have not only already put out some highly popular titles, but they also have some very promising titles in the pipes that will be released over future months and years.