October 4, 2016

E-business implies running the business on the World Wide Web, whether the business itself is functioning as a pipeline or a platform. As an online marketing devotee, I see incredible opportunities for e-businesses to embrace in forms of intangible advertising and promotion. However, e-businesses (or any kind of businesses) need to understand that the online-raised generation of consumers is very tech savvy. They are sceptical against any form of ads displayed to them, thanks to the previous generations’ tacky commercials currently lingering as meme-worthy content on YouTube.

Let’s take look at AdBlock, for instance! A plugin developed by betafish inc., a child of crowdfunding and widespread user support, AdBlock removes the advertisement from the pages of users, who instal this app as a browser extension. Users are glad that they get to remove the “clutter”, the annoying ads targeted at you to buy a certain product. YouTube and Facebook, platforms that rely on ads to monetize their business, come up with a newer code to pull through the AdBlock. A constant fight between the two, and no horizon for resolution… yet.

Recently, AdBlock made its statement about advertisements online – it does not want to just remove them, it wants to replace bad ads and possibly put the good ones in their place. Hence is the new AdBlock Plus aiming at expanding the growth of “Acceptable Ads”. Ouch! What a proclamation, it sounds like all online ads are pure thrash and need to be replaced with a better alternative to finally capture user attention without annoying the hell out of potential consumers.

So, does online community actually hate ads or is it, according to AdBlock, truly a matching/suggesting algorithm and quality problem?

I am not saying companies should not use page advertisements and Google Ads because most people use AdBlock. It is quite the opposite – companies need to look at this example as a clear exchange of opinions, a battlefield with defined boundaries and rigid IT fighting weapons. As soon as firms learn to work around AdBlock, they will see how native advertisement, sponsored posts and articles, as well as social media influences’ contests and collaborations are starting to undertake the same fate from the internet users, with less clear fighting boundaries.


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