Bounce rates are high and visit durations are low much due to a crowded mobile commerce landscape coupled with fickle consumers who are unwilling to watch an ad before accessing content. Enter ad blocking, the software and technology that filters overt marketing out of consumers’ web browsing.
Gartner recently devised guidelines for marketers to circumvent the tech that’s removing advertising and proposing alternatives on strategies that will resonate with prospective shoppers, instead of annoying them.
The tip sheet started with the obvious: Make ads less obnoxious. “Even though there is no firm consensus on what constitutes or defines an annoying ad, consumers don’t appreciate being interrupted while reading the news online or otherwise going about their business,” the report said. “Work with publishers on native solutions that complement content experiences rather than simply interrupting them.”
The guidelines also proposed taking a look at formatting. “Formats such as in-banner video ads and recommendation widgets are potentially more palatable to customers. Explore investing in ad formats that integrate with site content and don’t interrupt the user experience,” the report said.
Work smarter — and speedier, it recommended. Gartner’s report said that by optimizing site speed and data volume, overall user experiences are updated. By creating flags to notify internal team members on poor customer experiences, issues can be addressed in real-time.
“Establish digital governance initiatives to audit what tags are placed on your site, as well as the tags’ network request timings,” the report said. “Use advanced analytics, such as anomaly detection, to notify your team about poor customer experience.”
A little respect goes a long way, the report said. By minimizing the influx of advertising on a given website, Gartner’s guidelines propose that consumers will be more ready to accept campaigns when they do appear.
As shoppers have disrupted the retail landscape, they are additionally shaking up advertising mechanisms. “Waning are the days of serving advertising to passive audiences as they roam the internet and consume content. Instead, some media platforms are using privacy settings as a differentiator. Collect ad-blocking data to inform segmentation and personalization efforts. Clearly communicate what data you collect from consumers. Explain how you use that data and how it benefits your customers,” the report said.
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