Google’s plan to release an ad blocker for Chrome may affect a significant part of the advertising market. It’s time to rethink about posting online…
Advertisements lurk at every turn. The right side of the page rotates nonstop. A banner flickers in front of you excitedly. You move the video forward, and suddenly a new page opens with loud, terrible music. Nerves rise, the hand trembles to find where this thing comes from, and by the time you press and shut it down, you cannot remember what you were looking for a moment ago.
What is this thing? Display ads. Despite their prevalence, the display ad often results in reduced traffic and missed opportunities instead of revenue. Why? First, 33% of users do not remember these ads at all. And another important thing is that they do not want to see these ads in the first place. Blocking ads is just a distant threat to most Internet marketers today. But in 2018, Google will launch its ad blocking to Chrome.
What is a good display ad?
The destruction that display ads create on websites is universal. Google knows that. Surfers know that. And now it’s time that marketers know it too.
When ads are blocked, advertisers lose revenue. But not only the advertisers, Google is also losing revenue. Ads are in fact, the vast majority of Google’s revenue. So, if more surfers block ads, it’s bad for business. Or is it? Actually, that’s why Google does not call the new ad blocker: ad blocker – but: ad filter. And this filter will be alive and kicking by early 2018.
The Chrome plugin will not block all ads. Currently, the rumor is about blocking the most intrusive and annoying ads, such as pop-up ads, large sticky ads, auto-activated ads with sound, flashing animated ads, and full-screen scrolling ads. And although these are ostensibly annoying, it is the experience that represents a large market share in the world of display ads. Therefore, many advertisers and marketers will have to rethink about their strategy anew.
So if Google itself decided to block ads, what kinds of ads would work? How to reach new audiences?
Natural integration – the future of display ads
The idea in natural ads is that they do not suddenly pop up in front of you, and do not flicker and rotate at the edge of the screen. According to Google, the ads that will not be blocked are those that integrate naturally in the website, and use quality advertising components; Such as high-resolution images, longer titles and descriptions – all to provide a more engaging and enjoyable experience for users. These ads should mimic the look and feel of the site itself, so the user experience is not adversely affected. In other words, the world of digital advertising is going to change completely, and ads will no longer look, as we know them today.