The blocking of advertising on social media (and online in general) becomes an increasingly concrete problem for marketing agencies and the brands that turn to them.
But let's start with a definition of the phenomenon:Ad Blocking or Ad Blocker is a new technology that allows you to prevent the display or download of an advertisement on social media or within an online space.
Certainly the average user benefits considerably from the total or partial elimination of sponsored advertising content, but the benefit is not for everyone. The phenomenon of ad blocking is becoming a actual problem for the whole tech world: from marketing agencies, to tech providers up, of course, to Brands, who find themselves having to face a big obstacle not without difficulty legal but lethal for those who live by this (often one looks at online advertising with suspicion, but in the majority of cases it is faced with the work of honest experts in the sector).
A few numbers
In the world 615 million devices have already activated the anti-advertising filter, since it registers ever-increasing values from year to year. L'Italy is, among other things, the country that places more blocks in Europe: 17% of internet users blocks advertising on desktop and 1% on mobile.
What pushes users to block?
1. Videos play automatically and often at high volume;
2. Ads interrupt the fluidity of navigation;
3. Flashing Banners.
It is very common that the block is driven more by a desire to protect the device from viruses and malware than by a real desire to avoid advertisements.
A sense of mistrust, therefore, which leads us to believe that advertising must result in a moment of simple and honest sharing of values between Brand and user.
It is a change of course that marks the transition to a new way of understanding advertising, which it passes by people to reach people.
Ad Blocking is no longer a problem because a more innovative and socially accepted way of advertising already exists and is theInfluencer Marketing.
Assign the story and values of a Brand to ad a real person, which has built its credibility with commitment, is the most powerful tool and there is no block that can stand up to it trust that a consumer decides to give that person a person.
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Source: https://www.aroundigital.com/blog/come-funziona-adblock/
https://www.awin.com/it/affiliate-marketing/ad-blocker-pericolo-cambiare-futuro-pubblicita
Italian 