Digital Advertising: The Fall of a Marketing Star
The integration of digital advertising has become a standard practice in the marketing field. Initially, the introduction of a new channel for displaying advertisements was met with enthusiasm, and the outlook for online advertising seemed promising. However, a significant shift occurred with the advent of ad blockers.
These ad-filtering tools empower internet users to “remove or alter advertising content from a web page, website, or a mobile app”. (1) This development offered a considerable relief to individuals who perceived online advertising as intrusive (e.g., pop-up ads), disruptive (e.g., auto-play videos), unsafe (e.g., corrupted ads hosted on websites), and time-consuming (e.g., impacts of ads on website load time).
In early 2016, the use of ad-blocking software was anticipated to be an enduring trend. (2) Yet, by the following year, it appeared to have plateaued. (3) One plausible explanation for this plateau is that websites devised innovative strategies to encourage users to disable ad blockers.
👉 Continue reading on Medium here.