How to Engage with Users Who Use Ad Blocks
The use of ad blockers has been on the rise as it was estimated in 2015 that 200 million internet users subscribed to adblocking software. One of the reasons for this rise is the inconvenience that ads cause when you are on a web page. It reduces user experience and a bad experience would force you to look for a solution. Therefore, more and more users are using Ad Blocks.
Another reason for the use of ad blockers is the concern for privacy as users are worried about how their information is shared for targeted ads. While users are using ad blockers, sites have started blocking those who have ad blockers set up and this is no surprise.
Forbes is one of the websites that have started blocking access to their sites for visitors who have ad blocks installed. Such visitors met with a white wall that politely requested that they disable their ad blocks to have access to the site.
Even though the use of ad blockers is beneficial to you, it also costs the website owners a ton of money. The use of ad blocks cost publishers a whopping $21.8 billion and it’s on the rise. So how can publishers engage with users who use ad blockers?
Table of Content –
- The Dangers of Targeted Ads
- The Reasons Behind the Use of Ad Blockers
- Create an Ad Block Detection Campaign for Your Website
- Some Considerations When Asking Visitors to Whitelist Your Website
The Dangers of Targeted Ads
A study conducted by the University of Pennsylvania showed that 66 percent of internet users were uncomfortable with targeted ads. This was the figure before the users knew how their data was collected and tailored to serve them those ads as the number grew to 86 percent after this revelation.
With targeted ads, the privacy of the internet users involved gets exposed and can be tracked. What’s worse is that most websites leave their visitors exposed with no security for their privacy and it’s a threat to the users involved.
The Reasons Behind the Use of Ad Blockers
Some people use ad blockers because they are concerned about internet privacy and data security. This group of users is more likely to allow its website rather than disable their ad blockers.
There is also a group of people who use ad blockers without knowing it. They may have had the adblocker feature turned on, or had the software installed by a friend or relative without their knowledge. They may also be using a browser that has this feature automatically enabled to enhance their internet privacy.
Websites are more likely to have this group of people allow their sites or even completely disable their ad blockers as long as it’s not a stressful process. To get users to cooperate with you, give detailed and simple instructions, and don’t use jargon.
Some users engage adblockers to avoid the inconvenience that ads bring when they are on a web page. This category of users is likely to leave a page rather than allow it or disable their ad blockers.
Another category of users has had bad experiences with the intrusive nature of ad blockers and enabled the feature just to improve their browsing experience. They have no objection to seeing ads, but only object to the ads when they are being a nuisance. They are open to allow a website if it is necessary to gain access to the website.
Create an Ad Block Detection Campaign for Your Website
If you are losing revenue for your site due to ad blockers that your visitors have installed, you can start an ad block detection campaign. A survey showed that 77% of ad block users agree that they would rather filter ads than block them out completely. So you can work towards having such users on your side with the following strategy:
1. Give Your Visitors the Option of the Ad-Free Version of Your Site
The website Wired gives users the option of either whitelisting them on their adblocker or subscribing to their ad-free version for a fee of less than 1 USD weekly. They go further to provide the visitor with an easy to understand article on how to whitelist them on their ad blocker.
Providing your visitors with the option of an ad-free version is a great way of getting back your revenue especially if the majority of your visitors use an ad blocker. Just as is the case with Wired, go the extra mile and provide your visitors with an easy to understand guide on whitelisting your site on their ad blocker.
2. Run A Non-Intrusive Campaign
The guardian is an example of a site that doesn’t force you to make a choice. They have a floating bar that asks you to support them so you can continue enjoying their website without the inconveniences caused by ads. This is a subtle campaign that brings results. Use to generate revenue for your site rather than bombard your visitors with Entice Your Visitors to Create an Accads that reduce their experience on your site.
3. Entice Your Visitors to Create an Account for The Ad-Free Version of Your Website
Forbes blocks users who have the ad block feature enabled on their browsers. They only require that you create a free account on their ad-free version if you must avoid ads. They went further to explain how you can whitelist them on your ad blocker.
Some Considerations When Asking Visitors to Whitelist Your Website
Most visitors will allowlist your site if you ask them to, and this is one of the most commonly used by publishers who use to prevent loss of revenue due to adblocking. It doesn’t just end with the request, but to get the best results, you will have to monitor your visitors and adjust your messages based on the response you get from them. Some tips you can use when making this request include:
- Make the message short and to the point
- Don’t end at the first trial but allow your visitors see your message severally
- Use simple words and avoid jargons
- Be open and honest about the need for your site to be whitelisted
- Respect your visitor
- Show your regular visitors statistics of the number of times they have visited and the number of articles they have consumed. Then ask for their support for better service
The use of ad blockers has been on the rise in recent times as websites have increased sending targeted ads to their visitors. These ads reduce user experience and are also a threat to the privacy of the users.
Blocking out ads, however, causes losses to the website and so sites start blocking users. The revenue generated from ads doesn’t have to be completely lost as website owners can have the campaign to get their website whitelisted on the ad blocks used by visitors.