Ad-blockers, a challenge for commercial communication

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Offer invasive advertising to the user and you will gain a cold impression. Hook them into a story and you will gain a follower . Until now, the online advertising industry had a solid foundation established by all parties: metrics on which to establish a cost per impression . Very nice for campaign planning excels, but misleading. The possibility of installing ad blockers has uncovered the elephant in the room. The metrics that served as a basis for million-dollar investments have a distorting factor.

Currently, companies dedicated to publishing el salvador mobile database free online content are worried about losing their main source of income . They do not understand why people are PAYING to download and use these blockers. At this time, they are still undecided whether it is better to sue their developers or join them to be included in their lists of non-intrusive advertising.

Historically, most advertising in digital media has been pop-ups, banners, full-screen interstitial advertising, automatic videos… In general, intrusive ads . Wanting to access quality content from a Twitter link, for example, becomes a game of 'killing space aliens' which in this case has been replaced by a 'close' button. The fat finger syndrome becomes more pronounced as the screen gets smaller and ends up boring the user.

Now that ad-blockers are mainstream, creators of relevant content are faced with a dilemma. Paying the just for the sinners , many of them have even dared to fight back by blocking users' access to their content unless they disable ad-blockers . Although this trend seems to have decreased in recent days with more or less polite requests to users, there is still no formula for understanding.


This is a time when our sector, that of communication, advertising and marketing, has to make the most of its knowledge and devise good quality marketing strategies , adapt to the new panorama and think that all our work is really directed at an audience, our audience, and that we have to take care of it and treat it as we would like to be treated.