Ad blockers, most commonly offered by browsers as add-ons, have always been a development on which marketers have kept a wary eye. Such technologies show no sign of abating and, at least based on the newest development by OverApps, are morphing into new directions.
This long-standing trend, though, is being countered by the growth of 'user choice' ads - that is, online ad technology that gives viewers a choice about which ad to watch or when they prefer to watch it. Hopefully, so the theory goes, if the viewers don’t find online ads so obnoxious they won’t go through the trouble of installing an ad blocker.
The Latest from OverApps
OverApps just launched a beta ad blocker browser add-on that allows consumers to not only block online advertising, but also replace it with apps of their choice. Users can choose from such apps as Facebook and Twitter feeds, games, news, weather reports, stock updates, clocks, photo slideshows, streaming web videos and utilities. Users’ Choice Facebook is the latest, and perhaps largest, online site to try out a users’ choice format.
Facebook has confirmed to Inside Facebook it is testing a feedback option that gives users more options in to block specific advertisers from reaching them. It enhances existing strategies used by Facebook, Inside Facebook noted, namely the way it lets users provide feedback ads, providing them with such choices as “uninteresting”, “misleading”, “sexually explicit”, or “repetitive”.
Other Examples
Other providers are offering similar features. Earlier this year RadiumOne rolled out its own version of a "like" button aimed specifically at display advertising. Called the "R1 Like Button," it lets consumers like or share ads through Facebook, Twitter, email or other social media channels.
AdKeeper offers an online ad service that lets users save ads they come across - or are shown - online into a personal 'keeper' in order to view later. Then they can sort through, share, even rank and review - and of course, buy from - at their leisure.
Ad Selector is an online vide ad placement tool that allows users to select an advertisers' video spot to view prior to content [video].
A Carrot Not a Stick
Marketers don’t, or shouldn’t, need the threat of ad blockers to move in this direction, however. Data supports this approach, not to mention common sense. Consumers are likely to watch and remember a video ad that they actually choose - as opposed to one that was forced on to them. According to a study, by PreferenceCentral, Internet users are more likely to prefer targeted online ads when they are asked to make real-world, value-for-value trade-offs, such as free access to Internet content.
