Tuesday, February 2, 2016

Don't Let Digital Ad-Blocking Hobble Your Campaign

Ad blocking by digital and mobile viewers is a growing challenge for political campaigns and causes in the 2016 election cycle, and video ads are especially vulnerable, warns a recent AdExchanger.com post. There are already 45 million monthly active ad-blocking users in the U.S., and ad-blocker usage is growing rapidly. Ad-blocking rates vary by region, from a low of 8% in Washington, D.C. to over 14% in a swing state like New Hampshire. Besides ad blocking, voters--especially millennials--are engaging in ad skipping thanks to skippable digital ads and ad-skipping DVRs. And with ad-free digital video subscriptions, more voters are able to avoid political videos. What can campaigns do? The article suggests several strategies to dodge ad blockers and maximize the viewing run of online display, mobile and video ads. Start by asking digital content providers how they handle anti-ad blocking, such as withholding content if ads are blocked or employing a tech solution to defend agaist ad blockers. Since ad blocking rates vary by site vertical and environment, take that into account in media buys--for example, ad blockers are less effective with mobile native apps than with mobile web browsers. When it comes to video ads, go for premium viewing, such as major media and broadcast sites, to combat viewer drop off due to poor ad stream quality, overall low viewability and even fraudulent impressions. Of course, personalized targeting decreases ad avoidance, and programmatic and other precise viewer targeting can help. For the full article, go to http://adexchanger.com/politics/how-will-political-campaigns-reach-voters-who-are-avoiding-ads/

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