Author: Julie Campbell

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”

The fast food company is consistently sending catchy and quirky messages that are suitable for social networks.

Burger King has been managing to come up with a social media marketing strategy that has been tremendously appealing to consumers, to the point that they have been breaking record numbers of views around the world.

During a recent commercial-free event, the company still drew a record 4.4 million pay-per-view sales.

That figure represented nearly double the previous record that had been held for this type of social media marketing within a period of 24 hours. Beyond the 4.4 million during the event, there were also millions of other people who viewed it around the world. These campaigns are so successful that even the owners of many franchise locations have no idea how well they’re actually doing. One of the owners of many locations, Shoukat Dhanani whose company owns 460 Burger King restaurants and who represents his other franchisees at the marketing council for the company was amazed at the success of the recent campaign.

The social media marketing campaign rocketed to success as the mascot appeared in Mayweather’s entourage.

The King was walking with Mayweather along with other huge celebrities such as Justin Bieber. This caused Facebook and Twitter to light up, causing a tremendous amount of hype for the fast food chain. “Everyone wanted to know what was up with the King,” said Dhanani. This meant that aside from the millions of people who had viewed the actual event, there were millions more who were hearing about it over their social media accounts and who then shared it onward with their own networks.

It was speculated by media experts that $1 million was paid by Burger king to Mayweather in order to allow them to take part in the entourage with their mascot. This placed the stunt on par with the price of a 30 second long ad run during the Super Bowl. “They’re spending that money very wisely,” explained Dhanani when speaking about the social media marketing campaign. He then added “What we used to spend and what we used to get, and what we spend now and what we get, it’s a big difference.”