The use of ad-blocking software has reportedly increased by over 50% in the UK in the past year alone. Considering how difficult it is to convince users to turn off ad-blockers once they are installed, this article suggests that to help combat the ad-blocking problem, marketers should focus on using data to deliver a personalised experience. New start-ups such as LEAN are taking this route, enabling consumers to control the data that they give to marketers in return for more tailored ads. If intrusive formats, poor targeting and lack of personalisation are leading the consumer exodus towards ad-blocking, let’s address this head on through better built content experiences. Marketers are expected to allocate 82% of digital advertising spend to native advertising by the past year , in the push to provide content that is relevant to time, context, location, gender and age.
The use of ad-blocking software has reportedly increased by over 50% in the UK in the past year alone. Considering how difficult it is to convince users to turn off ad-blockers once they are installed, this article suggests that to help combat the ad-blocking problem, marketers should focus on using data to deliver a personalised experience. New start-ups such as LEAN are taking this route, enabling consumers to control the data that they give to marketers in return for more tailored ads. Marketers are expected to allocate 82% of digital advertising spend to native advertising by the past year , in the push to provide content that is relevant to time, context, location, gender and age.