Mobile advertisement – block or not?

According to the analysis of “PwC Global Entertainment and Media Outlook 2014-2018” the Mobile segment became in 2014 the third largest channel of online promotion on a global scale. The mobile marketing market is currently developing the most dynamically in its history, and its value is constantly increasing. More and more of us are in the possession of a smartphone, we are increasingly using mobile devices instead of PCs. Such a trend also persists in Poland, which is aware of modern entrepreneurs who effectively place campaigns of their brands in the Mobile channel. The efficiency of such activities is, among others, that ads displayed on smartphones, unlike these desktop, are hard to block.

Why mobile users are so disturbing marketing messages? My many years of experience shows that the problem lies in the presentation of the offer. Consumers want to block ads because they most often take the form of annoying, intrusive banners that are reproduced from the so -called “large internet”. This type of promotion is a sign of disrespect for potential customers. The fault is on the side of marketers who seem to have forgotten about the words of John McKean. As a reminder: “70 percent. We make our purchasing decisions based on how we are treated as people, and only 30 percent. is based on the properties of the product “. To make the world of mobile advertising more pleasant to the eye recipients, I encourage you to get a more careful approach to marketing activities.

On the other hand, smartphone owners should not overly complain about advertising appearing on the screen of the device. Finally, thanks to such messages and profits they generate, consumers can use many free and useful applications. The solution I recommend for people who are actually disturbed by banners and notifications is to install a paid equivalent of software, which guarantees no ads. You can also buy a premium version or use the offline application.

When it comes to blocking ads in mobile browsers, until June 8 this year there was no question of creating plugins that limit the display of specific content such as cookies, graphics or pop -up windows. On this day, Apple announced that on iOS 9 it is allowed to create and use the appropriate tools that cut out ads appearing in Safari browser. The principle of such extensions is analogous to popular desktop versions. The browser sends information to the plugin about starting the process of loading the website. Such an addition (e.g. Adamant) analyzes the content of the site, and then the appropriate code lines responsible for displaying marketing messages are captured and not included. It is worth noting that such functionality is possible for a limited number of iPhone 6s, 6s plus, 6, 6 plus and 5S models; iPad: Air, Air 2, Mini 2, Mini 3, Mini 4; 6 generation iPod Touch.

What results in blocking marketing messages appearing on the screen of mobile devices? For a smartphone user, such a solution seems to be only benefits. A page without advertising is loading faster and there is less aggressive content – The problem of burdensome ads concerns low -quality publishers. The truth is that both the website and applications that do not earn (e.g. thanks to advertisements) they cannot develop further.

Therefore, blocking mobile ads can mean the end of many websites or, consequently, gradually moving to paid premium versions.