Millennials are reportedly killing many things that used to be in everyday use for years. Traditional advertising may be the next thing that they will get rid of entirely.
While I’m joking about millennials killing any product or industry, there’s something to be said about young people actively avoiding any advertising in their day-to-day life. They no longer watch TV or read newspapers and colour magazines as much as the previous generations used to. Reportedly it’s because they have a shorter attention span than their parents. But if you think about it — is that it?
There are some services out there that became popular mainly because they don’t push ads onto their users — like Netflix. They promised to keep the platform ad-free (and even faced a massive backlash when they decided to trial a feature aimed at incorporating ads between episodes, and in this way, they took over an enormous part of the entertainment market that previously belonged to the cable TV companies. If you are paying a monthly subscription for a service why should you be forced to watch ads?
The dislike towards ads doesn’t end there. People are now opting in to ignore, block or disregard ads everywhere they go. Especially on the internet where they spend a big part of their life. Do you ever visit a website and feel like there’s not much content among all the adds and pop-ups? Many people think the same way and there is a surprisingly high amount of apps and extensions out there to filter out all ads of any website.
What are ad-blockers and why should I care?
Ad-blockers are programs (mostly extensions that you can install for your web browser) that catch and block all the ads on websites that you visit. They make the browsing more transparent — you see the site in its original, ad-free version, faster — since the ads are gone everything loads much quicker, and safer — malicious pop-ups are no longer a problem.
There are many different kinds of ad-blockers and the most popular include: Adblock , Adblock Plus and uBlock. You can get one for your PC, tablet, mobile; if it has any ads, you can find an ad-blocker that gets rid of them. The worst part of it — a vast majority of them are free, easy to install and open source with a very active community that strives to improve them as they go.
If you are working for a brand that relies on paid ads, all this probably doesn’t sound like great news. After all, creating ads takes a lot of time and effort. You need to make sure that they look stunning, that they are optimised for each website they are supposed to be viewed on and most importantly that they get the message across. And if you imagine all of your hard work that is put into designing and creating ads that no one ever sees it’s heartbreaking.
How to bypass ad-blockers?
It’s probably not what you wanted to hear, but there is no way to block the ad-blockers entirely. Even if someone comes up with a way to bypass one of them, there are dozens more that will be utterly unaffected by it. Also, it is straightforward for them to update their filters and catch your ad next time.
It’s a battle you can’t win, and it happens to be great news for you.
There are other ways to reach your audience that don’t involve ads at all!
Now that you know that ads may not be the best investment in 2019, as they are not being seen by that many people (especially the tech-savvy millennials that you probably really want to reach) you can explore other ways to market your products.
How do I reach out to my customers?
If your customers don’t watch ads, you need to find the kind of content that they love and enjoy daily and make sure that your product is out there for them. That’s where social media influencers come in.
Influencers are at home in their social media platforms. They have great, big communities; they create engaging content regularly; they have the reach and the following. Also, they happen to be very open to working with brands and creating sponsored content for them. It’s a win-win situation for everyone.
Brands can find influencers they like through marketplaces like adshot.io. Just browse through content creators, find someone you like, contact them, provide them with their campaign details…and relax. The influencer can take it from there. Since they make all of their content, you don’t have to do any heavy lifting. Apart from providing your chosen content creator with a brief and maybe a product sample you wait for the final result in anticipation and count the likes and comments.
What’s the catch?
There are a few drawbacks to using this kind of marketing channel — usually, you wouldn’t own the content, since it was created for the influencer’s channel. But is that an issue if you can freely share it and have your branding all over it?
Also, you do not have 100% control over everything that the influencer says and does. You can give them a detailed brief, but the final product may not be exactly what you thought it would be.
Now, here comes the exciting part. The audience follows an influencer because they are authentic in what they say or do. Having more organic, less rehearsed content is what makes this type of marketing work. Even though the final videos or streams may be a bit rough around the edges they create more buzz and engagement this way. So you will have to decide if this approach works for you and your brand.
So… Where do I start?
Are you ready to find out more about creating awesome influencer campaigns adblock-free? Register with Adshot and see what we have to offer. You can create an account with us for free and see if we have the services and people that you’re looking for. With over a thousand influencers to choose from you are sure to find someone that is perfect to promote your brand.
Adblock-free advertising starts now!
This article was written for adshot, a platform where streamers and youtubers with gaming channels can find exclusive sponsorships.
Visit us at adshot.io
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