By Mike Wolfe
geralt / Pixabay
Well … they’re at it again. Google’s visionary product roadmap is once again affecting the way we experience the web. For those that haven’t heard, on June 1, Google officially announced plans for an ad blocker, native to Chrome, that will filter out intrusive and annoying ads. This move not only will change the experience for many web users, but also will likely have a monumental impact on digital marketing and advertising strategies deployed by companies of all sizes.
Here’s a rundown on what’s going on and how it will impact inbound marketers:
So, What’s Happening?
On June 1, Google made the announcement in a blog post titled Building a better web for everyone. In the announcement, Sridhar Ramaswamy, Senior Vice President of Ads & Commerce, explained why Google wants to take control of the ad experience in the browser of choice for nearly half of all U.S. web users:
“… It’s far too common that people encounter annoying, intrusive ads on the web—like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads—taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.”
To be clear, Google is not blocking or filtering out all ads, just those that are deemed low quality by the Coalition for Better Ads Standards. The types of ads specifically mentioned as ones to be blocked, or “filtered” as Google puts it, are countdowns that make you wait 10 seconds before viewing the site, auto-players with sound, those that open in a new window, and those that add clutter or slow down page loading times—thank goodness!
Aside from having a poor Wi-Fi connection, is there anything more annoying on the web than intrusive, unwanted ads that prevent you from the content you actually want to read? Many studies out there suggest that there isn’t. The Coalition for Better Ads found that 50 percent of users surveyed said they would not revisit or recommend a page that had a pop-up ad. SurveyMonkey even found that the biggest reason users would block a website from their search results was if the website contained too many ads. One might wonder if pop-up ads are even effective at all?
Plain and simple: Most web users don’t want intrusive ads. And they’ll be happy to know that the ad blocker will start filtering intrusive ads in the new version of Chrome as early as 2018.
How Does This Impact Inbound Marketers?
First, it underscores the importance of having a well-planned inbound marketing strategy, which means knowing your personas and being able to provide them with the type of content they are seeking out: educational, interesting, and insightful e-books, whitepapers, and articles that address real problems for the user. This content builds an organic following that you can nurture over time, instead of pouncing on prospects with Go to the full article.
Source:: Business 2 Community