Adblock has unveiled a new feature that allows “non-annoying” ads to be displayed. As someone who lives and breathes digital media on a daily basis, this is a pretty big deal (in my humble opinion)! I thought it was an important update to share with our clients.
Adblock is a free extension launched in 2006 that allows individuals to block advertising. Here are some nuts and bolts of how it works…
Key takeaway: Clients who want to avoid having their ads blocked should make sure the filenames for their ads do not contain any of the text in the ‘EasyList’.
This latest development launches a by-default feature that displays ads deemed acceptable (note that users can disable this feature at any time to continue blocking all ads). Websites and advertisers can apply to be white-listed and they must comply with the Adblock criteria.
So what exactly does Adblock mean by “non-annoying”? Here are their criteria:
For complete details on Adblock’s criteria, click here.
While many internet marketers turned to annoying advertising tactics (think blinking messages and roll-overs to name a few examples) in an attempt to draw attention to their message as click-throughs plummeted and ad blindness increased, consumers responded with the use of Ad-blocking technology.
Adblock has rolled this out to allow their users to support websites that rely on advertising to stay online, but display ads that are non-intrusive. They even have an acceptable ads manifesto you can sign (https://acceptableads.org/) to encourage better advertising and clean up the web from obnoxious advertising.
More information can be found on the Adblock website.
This does not mean that all is lost with online ads. To be successful with digital advertising, your organization must evolve with the changes, understand the implications and implement strategies to reach your target audience, in spite of this technology.
Need some guidance for developing campaigns and navigating the changing online media landscape? Not sure if your advertising meets the criteria or if you are running ads with sites and publishers that have a relationship with Adblock? We can help! Contact us today to talk digital advertising.