The poor ad industry. It just keeps getting its ass handed to it.
Well here we go again.
For years I have wished there was a magic button I could push that would eliminate all ads from any web page. A friend responded by suggesting that that’s stupid, and you shouldn’t have to push a button, it should just happen automatically. Well, right. Duh.
Install one of these browser extensions and like magic you will instantly and miraculously be browsing an ad-free internet. It is the Internet you always imagined but cynically never thought you would see.
Literally, no ads – anywhere. No popups, no overlays, no banners, no stupid, hyperactive, take-over-your-screen “cool, immersive experiences” designed to earn some half-rate art director a Clio at your preciously timed expense. Nope – all gone. Cleaned up. Nothing but pure, clean, content. Exactly what you always wished the internet was.
So I spent a day browsing the net – ad-free – and thoroughly happy about it. But I began to wonder what all the poor agency people were going to do. Surely they are aware of these, right? I mean AdBlocks developer, this one dude, has 2 million customers, and the number is growing.
Hey, Agencies, are you getting this? …Yet? Not only do consumers routinely wish they wouldn’t happen by the product of your full effort, they are now able to affect the medium to destroy you. Or rather, destroy your ancient, irrelevant tactics.
The fact is – interruptive ads should disappear – not because we’ve all installed adblockers, but because banners, popups and other interruptive tactics are patently inauthentic in an interactive environment and the ad industry should have understood this fact a decade ago and spent the last 10 years developing authentic models for advocating a client’s brand.
There are ways to do it – but it means ad agencies will have to reorganize and fundamentally change their skill sets. It means they’ll have to hire entrepreneurial creative teams who understand business processes and manufacturing and fulfillment systems.
Hear this, ad agencies: the simple fact is, your interruptive advertising tactics are fundamentally, critically flawed. Someday you will indeed have to adapt by developing valuable offerings, well above the slightly amusing ad content you produce today.
In the meantime, it’s lucky for you there are a lot of users who don’t think to go looking for a magical ad blocker. At least not until they hear about it.
But don’t worry, I won’t say anything.