Ad blocking is no longer limited to the West–it’s picking up pace in the Asia-Pacific region, as well.
In PageFair’s “2017 Adblock Report,” Singapore was found to have an ad-block penetration of 29% per online capita (both on desktop and mobile), higher than the global average of 11% and the Asia-Pacific average of 16%. Being ranked above China and India came as a surprise, given that ad blocking had traditionally been seen in countries with less-developed mobile infrastructure and relatively expensive mobile data.
With these numbers set to rise in the near future, the next port of call for advertisers will be to reconsider the efficiencies of their investments and to reinvent their digital experiences.
Ultimately, advertisers need to understand that it’s not about them, but their customers. Helping customers along the content journey, on their preferred platform, is paramount. Search and social have grown to represent the most dollars across digital formats. However, over time, it is becoming more expensive for advertisers to maintain search positions and social media interactions.
Worse, marketers are not using post-click data as much as they should be and are happy with just impressions and clicks. But that’s not enough–though it might mean the audience is interested. The Zero Moment of Truth (ZMOT) concept by Google, as some of us may know, reveals that a consumer goes through a journey of 11 touch points before deciding to buy a product.
That’s where online engagement comes into play. Measuring how deeply an audience interacts with content is an important step to knowing not just the quantity of interactions, but also the quality and level of engagement with the subject matter. Advertisers need to know whether their content is working and truly making an impact on the overall marketing objective.
In the digital world, advertisers have access to incredible amounts of data that they never had before. They should be able to use trends from one marketing channel to inform another, and that data, when used well, is extremely powerful.
This means marketers should be tracking these audiences and touching them again in places where they spend the most time—i.e., employing a retargeting strategy.
With the rate of ad blocking we’re seeing today, time is not on our side. Act fast, advertisers.