5 Can’t-Miss AdBlock Articles Jennifer Taylor April 1st, 2016 Every week we select and summarize five content marketing articles for easy skimming. This week we bring you five articles on AdBlock and interruptive marketing, and explore how marketers can better engage the audience!1. Ad Blocking: Who To Blame And How To Fix It [Marketing Magazine]Adblock is on the rise, not just because viewers dislike banner ads, but also because there are legitimate concerns around bandwidth and more efficient streaming that uses less data.“I think it’s a sign that marketers are unwilling to adapt, and are just pointing fingers to ad blocking as the problem. Things like ad blocking just call for the adaptability of marketers, and a way to rethink how we’re doing things...The key is offering something that someone doesn’t want to block,” says Stephanie Klimaszewski, senior director of sales development and marketing at Kiip.As banner ads become less impactful, marketers are turning towards less intrusive native advertising. “Regardless of ad blocking, there’s always going to be an appetite for great content, whether it’s an ad or not,” says Francisco Diaz-Mitoma Jr. Marketers also need to leverage data to create smarter, more relevant messaging and engaging content that users won’t want to block. Advertisers also need to look at new ways to measure success and look beyond metrics like impressions and click-through rates.2. PepsiCo Exec Has Tough Words for Agencies [Ad Age]Pre-roll ads are useless. Measurement models are outdated. The ad industry lacks diversity. And the phrase 'digital marketing' should be dumped says PepsiCo exec Brad Jakeman.Jakeman dislikes pre-roll ads and says that if you have to tell the audience how long they have to endure an ad (30 seconds, 20 seconds, 15 seconds) before getting to the content they really want to see, then you’re just creating “polluting” content. He also urged marketers to change the way they think about ‘digital marketing.’ For Jakeman, there is no such thing as “digital marketing,” just marketing that mostly happens to be digital. Jakeman also criticized the big companies for using outdated measurement systems. He urged marketers to stop referring to television metrics like share of voice, and to start considering the impact of free/low-cost user generated content. For Jakeman, marketers should study Caitlyn Jenner’s transition as a brand. “Have we done anything with our brands that is in any way as remarkable as the way Caitlin Jenner, and that phenomenon, has been managed?"3. Shifting Focus: A New Strategy For A New Buyer’s Journey [ScribbleLive]The buyer’s journey is shifting, and the new formula puts customers in control. Viewers simply switch channels or screens when they encounter content they don’t like, and the linear form of programming is quickly going out the window.Today it’s not just about the diminishing effectiveness of digital ads, but consumer's ability to completely disregard it. “You know the majority of people have never clicked on one,” says Rebecca, and other studies indicate that if people do click, it’s almost entirely by accident.The diminishing cost of advertising corroborates this research. If digital advertising was truly as worthwhile as people claimed it to be, the price wouldn’t be decreasing in this market economy.When marketers focus on creating valuable content for each stage of the customer journey, they’re rewarded with new opportunities for engagement, sales, and retention.Today’s content ecosystem is location, time, and place aware. It’s highly personalized and caters to the customer’s needs in the moment.4. Native Advertising Rises As Consumers Opt Out [HubSpot Research]According to the survey, consumers hate telemarketing calls, pop-up ads, and auto playing video ads the most. They produced the most negative feelings towards a brand or company. Four out of five consumers reported closing a browser or exiting a website because of an auto playing ad or a pop-up. Not only does a marketer’s paid ad fail to connect with the consumer, but the web host loses out on a visitor. Over half of the respondents installed an ad blocker or plan to install one within 6 months. The survey revealed that consumers prefer email newsletters and email ads because they have usually opted into these programs. They also include the option to unsubscribe at any time and the control remains in the consumer’s hands. Apple announced that IOS 9 will allow ads to be blocked in its Safari browser and apps. 20% of all web browsing happens in Safari and 85% of mobile time is spent in apps. Apple’s announcement means advertisers’ access to consumers through mobile will be cut significantly.5. How Marketers Can Survive in the War on Mobile Ad Blocking [Kissmetrics]Marketers need to step up their game if they’re going to survive the rising tide of mobile Adblock. Respect consumers. Time content so that it doesn’t interrupt app content. Reach your audience when happiness and attention levels are at their peak (like after they win a game, complete a workout, or share an article).Think creatively. Interactive content and playfulness captures attention and creates an impression. Nivea’s magazine ad could be torn off and turned into a bracelet that connected to smartphones and tracked a child’s activity on the beach.Demonstrate relevance. It seems obvious, but make sure you provide content that is relevant to the audience using a specific app or visiting a site. Address the root of the issue. Ads contribute to slower loading times and drain data plans. Optimize your content so that it loads quickly and enhances the user experience.