Nowadays, many companies are turning to digital advertising. This is a very practical and effective communication strategy, but with the creation of the best ad blocker, “Adblock”, publishers and advertisers have experienced difficulties. However, there are ways and software that can bypass it. So, without further ado, let’s dive into this blog and learn some of the limitations of digital marketing.
What is digital advertising?
It is an online advertising strategy that is based on a huge amount of data. It aims to reach Internet users at each stage of the purchase funnel. It also generates awareness and revenue by using different online advertising channels like Google, YouTube, Facebook, and others.
The use of digital advertising is very advantageous because its users can track the performance of their campaigns in real-time. It also allows interaction with the users who watch the ads and to know their habits or behaviors and their personal interests towards the ad in question. For this, 3 main targets are to be considered: geographic targeting, contextual targeting, and behavioral targeting.
How many advertising formats are there?
There are many advertising formats. The most used are:
Search Engine Advertising or SEA
SEA is a paid strategy aimed at improving the referencing of a site or a page. It allows them to optimize their visibility on search engines by displaying them in the first results. To do this, it is necessary to bet on precise and relevant keywords that Internet users frequently use in the search bars on Google.
The SEA also allows to personalize the ads by integrating more precise content concerning the company: its address, the services, and products offered, its contact, the schedules, the collaborators and partners, videos and photos, etc… Concerning its invoicing, this one is calculated by number of clicks, from where the system of “cost by click or CPC “.
The Display
This is the graphic form of digital advertising (videos, display, native advertising, and recommendation). It is used to launch a new product or to run a special advertising campaign (promotion or stock sale). The real-time bidding system, with a “real-time bidding” or RTB protocol and the progressive automation of guaranteed sales, was born with the rise of programmatic advertising technologies.
With RTB, the publisher is immediately notified of a user’s visit. The display thus becomes a “programmatic display”. Thus, the navigation of Internet users is accompanied by programmatic monetization. The company can also personalize its offers. This format allows them to “send the right message to the right person at the right time”.
Following this action, he sends a call to the visitor using the SSP (platforms aggregating the offer). Bidding forms will then be created from the information collected from the visitors. This step is done via the DSP (buying platforms). Other types of advertising formats: Affiliation, social networks or Social Media Ads, Influence Marketing, Google Shopping, Retargeting, Native Advertising, and others.
What methods should be used to bypass Ad-blockers?
To turn the limits of digital advertising to your advantage, use the following 3 essential levers:
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- The technical lever: to leave more freedom to the Internet users and to let them visualize the advertisements which interest them; in order to avoid the installation of an Adblock, remove those which are cumbersome or useless.
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- The strategic lever: it is important to find an effective strategy of optimization of the campaigns to promote your activity and satisfy the demand of your customers, as the example of Content Marketing.
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- The editorial lever: is about writing content that arouses the interest of Internet users on your website and your pages (presentation of services and products offered, with illustrative photos and many others). This allows you to get a little closer to consumers. You should also know that the use of social networks implies an alliance with some influencers.
To make these strategies work well, pair them with these 4 leading anti-ad blocker software:
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- Simple AdBlock Notice
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- AdBlock Notify
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- AdBlock Detector
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- AdBlock X.
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