How Ad Blocking Has Shone A Spotlight On Influencer Marketing

As marketers we are often challenged to think less like salespeople and more like consumers. But the pressure of driving results can often lead us down the prickly path of click-bait advertising.

Before digital advertising matured, pop-ups, banner ads, and auto-play videos were some of the few ways brands could measure ROI from online marketing.

Why People Block Ads

Unfortunately, this kind of advertising is disruptive and annoying for the audience, and can only really be measured in vanity metrics. (Unintentional impressions, and clicks.)

In 2016 Hubspot conducted a survey of 1,055 online browsers in the US and Europe to identify what types of online ads people dislike today. Below you can see that online pop-ups tops the list:
In addition, 34% of people who clicked on an ad said it was a mistake, and 15% accused advertisers of tricking of them into clicking.

The advancement of browsers on smart phones also meant that many pop-ups could render a website dysfunctional to the user. It’s no wonder that so many people started to adopt ad blockers.

The Current State Of Adblocking

“At least 309 million people (16% of the world’s 1.9bn smartphone users) are blocking ads on the mobile web.”

Pagefair, 2016

“As of March 2016 an estimated 298 million people are actively using mobile adblocking browsers (i.e., a mobile browser that blocks ads by default).”

Pagefair, 2016

“Ad blocking is blamed for costing the advertising industry $22 Billion in 2015.”

Wall Street Journal, 2015

When someone uses ad blocking software the ads stop being displayed. This means that sites hosting the ads will not receive any impressions or clicks from that user. Multiply that by the number of people using ad blocking software, and you have advertisers losing enormous potential revenue.

How Ad Blocking Has Shone A Spotlight On Influencer Marketing

As a result of ad blocking, marketers have had to re-evaluate what their message is, how they’re getting it across to consumers, and the value behind the metrics they collect.

In the past few years a shift toward an inbound approach to advertising has put the customer at the forefront of marketing strategy.

Rather than publishing forced, click-bait ads, marketers want to capture genuine consumer interest in their brands and products. Unfortunately customers no longer trust advertising, and are increasingly wary of ads.

Influencer marketing uses the combination of eye-catching content, the power of brand advocacy, and a willing audience. Learn more about how influencer marketing works here.

Research has shown that the Earned Media Value from influencer campaigns is now as much as $9.60 for every $1 spent. (RhythmOne)

Brands are capitalizing on its success by moving away from banner ads and investing in the evergreen content delivered by influencers.

Next Steps

Acorn Influence has had the pleasure of working with some of the biggest, and best, brands in the world. Our case studies page features examples of how influencer marketing is providing true ROI for agencies, and brands alike.