Advertisers have long pushed the boundaries when it comes to what is appropriate when using insights and customer data to inform their advertising, and we think it’s fair to say that, at times, some have acted irresponsibly and been too intrusive. The introduction of content blockers by Apple is likely to force companies to keep the users front-of-mind in their digital marketing strategies.
Lately, full screen adverts have become more and more common, along with some that simply don’t work properly on mobile, affecting the overall performance of the website. This, in turn, left users frustrated.
The initial consumer feedback on content blockers is further proof of this – with many being more than happy to pay the £2-£4 charge to download the apps. This resulted in them hitting the top of the paid app store within a week of release.
Hopefully, the introduction of ad blockers on mobile will force digital marketers and site owners to re-think. And in doing so seize the opportunity to focus more on user experience (UX) and conversion rate optimisation (CRO) and their sites will perform better.
With developments on content blocker hitting the news daily, at the moment the issue is up in the air, but we can’t ignore the cry from consumers to downplay mobile ads. Bringing strategies back to concentrate on users’ needs and wants, rather than those of advertisers, is looking like the way forward – something which should have been the case from the outset.
By Chris Bush, Head of User Experience at Sigma.
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