Why Ad-Blocking is at a Three Year Low.

If you were to say you’ve never been irritated by an ad or pop-up, you’d be lying. With pop-ups and banners appearing on most sites, it’s no surprise that consumers have turned to ad-blockers in an effort to avoid them. Google’s even developing an update that will potentially prevent the use of ad-blockers on their search platform.

Last year, a survey from the Association for Online Publishing (AOP) took an in-depth look at the trends in ad-blocker use. The results showed that online ad-blocking was at an all-time high in 2016, with 30.6% of ads being restricted by ad-blocking programs.

Ad-blocking is a clear message from consumers that our ads do not serve them. Having been so overrun with banners and pop-ups, they have developed the belief that ads are ‘frustrating, unwanted and irrelevant’. So, advertisers have been forced to change tact.

It seems to have worked; with the AOP also highlighting that ad-blocking hit its lowest point in the last three years during Q4 of 2018 – falling to an incredible 10.3% . So what have we done to change the industry, to change the mindset of an online mass?


There are a number of ways for advertisers to place customer interest at the core of our campaigns; as discussed by Product Development Manager Fred Maude in last summer’s NMPignite seminar. By providing users with valuable experiences, we can begin to alleviate the rise in ad blocking. With the development of AI and more sophisticated data collection methods, we can make ads which are more personalised than ever.  Precise user information allows us to alter advertising creatives and placement to have maximum impact.

The Customer is ALWAYS right” Fred Maude

In short; If we deliver something that is tailored to their wants and needs, they will be more likely to engage with the ad.

User Experience

In order to make campaigns more customer-centric, we must consider the user experience as a whole. Using cookies and integrated data, we are able to build a greater picture of the user in order to connect with them and encourage engagement. Content should be created around their needs and help them identify how the brand can solve their unique problems.

A big part of the online experience involves the way consumers react to ads. Interestingly, choice can play a big role in this, with 79% of customers claiming they would consider uninstalling an ad blocker if they had the choice to close, skip, or ignore ads. This provides the option to engage in the content or not and can offer more accurate data on impressions and conversion rates.

Similarly, consider an advert that is not only customer-centric, but also contextual to the consumer’s current phase of the online journey. By placing ads on contextually relevant sites, and remarketing products that customers have already engaged with, we can change the function of the ad to a ‘helpful shopping tool’. This, paired with the rise of online shopping and ‘browsing culture’ has allowed ads to hold their own.

It’s clear that the consumer experience of Display and PPC ads has changed dramatically in recent years. The decrease in blocker use clearly reveals that advertising strategies have shifted  In a way that users are responding well to.

With this in mind, ensure that your ads focus on customer centricity and the user experience. This will allow us to continue to improve our audience’s relationship with advertising.

#5MinuteDigital: 5 Minutes, 5 Questions, All Digital with Craig Trower

Current Occupation?
Senior Business Development Executive.

Favourite thing about digital marketing?
I’m fascinated by the potential size of the audience, and the ability to measure your work in real time. It is also a growing sector, the world becomes more digital everyday.

Favourite aspect of your job?
As it is the beginning of a new career for me, being a sponge and learning a new industry.

Why did you choose NMPi?
It’s an ambitious company with lots of scope for the future

What projects are you working on now?
Gaining springs to my digital bow, learning, and passing it onto prospects

NMPi Continues to Grow in Benelux: Appointing New Managing Director, Gerard Moussault

We are extremely pleased to announce that Gerard Moussault will be joining the NMPi team as Managing Director Benelux. In his new role, he will grow NMPi’s digital agency brand in the Benelux market. Gerard takes over the role from Pieter Slingerland who will now focus on DQ&A.

Gerard Moussault will be bringing with him over 15 years experience in the online world. Previously he was responsible for Online Media, and Strategy and Development at Sanoma, VNU Media, and eBay. In 2012, Moussault joined IPG Media Brands in the position of Managing Director Cadreon, a branch responsible for programmatic solutions, where he grew the brand quickly.

“After five years of working with a lot of fun people at IPG Media Brands, I am very excited for this new step. There was a direct match in expectation and ambition. This function gives me a great opportunity to grow and distinguish NMPI.”

“We’re pleased to welcome Gerard to the NMPi team,” commented Luke Judge, Managing Director of NMPi. “It’s exciting to see just how far we have come in only four months since launching NMPi in Benelux. Gerard’s leadership will be an asset to NMPi and we look forward to building the future of NMPi Benelux with his guidance.”

Facebook Announces Launch of Atlas, their New Ad Platform

At Net Media Planet’s Digital Breakfast Seminar last week, our client panel discussed cross-channel continuity and how to tackle the omni-channel challenge. Both of these topics are critical to get right for not only our client panel, but also for the wider marketing community.

Less than one week later, Facebook has announced the launch of Atlas, their new Ad Platform, which is designed to tackle these problems head on. Atlas is intended to reach people across devices and bridge the gap between online impression and offline purchases through what they are calling “people-based marketing”.

Facebook previously utilised data from its 1.3 billion users to sell highly targeted advertisements through their social media platform. Now, with Atlas, marketers can harness Facebook’s extensive data across its network of thousands of websites and mobile applications.

There is an expectation that this could cause challenges and increased competition for Google, who currently own nearly one-third of the global digital advertising market. Facebook is taking on the inefficiency of the common cookie by using data that Google doesn’t have access to. Other advertising platforms typically track users’ browsing data through cookies. However, cookies can be unreliable as consumers increasingly switch between or share multiple devices. In fact, multiple cookies can often represent a single person.

What potential benefits does Atlas offer?

– It’s all about the Data: The sheer amount and depth of information is Atlas’ primary advantage. It comes from actual users who have voluntarily divulged their personal information. Atlas allows marketers to choose a “real person” as oppose to a cookie representing a person’s stored behavioral trends. By example, you could target a campaign to women who are 20-35 years of age in London, who are engaged and fans of My Big Fat Gypsy Wedding. This increase in targeting accuracy could effectively reduce wasted budget.

– Cross-Device Strategies: Where traditional digital advertising strategies often fall short is in their inability to follow users across multiple devices. With Atlas, if a user is logged in to Facebook via their smartphone, ads can be served and tracked to that specific person. This opens up a whole new element to tracking a consumer through the purchasing funnel. Previously, you wouldn’t have been able to determine whether a user has seen your ad on a different device before an online purchase occurred. With many users having multiple devices this has been a challenge for marketers for quite some time.

What questions and concerns might marketers have?

– Online to Offline: Facebook states, “Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.” They go on to say that it, “allows advertisers to measure which channels, platforms and publishers within their online campaigns impacted the actual sales that happened in-store.”

These are big claims and we wonder will it be as effective as they say? In terms of targeting, Facebook clearly has some of the most granular data available, however, we are curious to see how they effectively track online impressions to offline purchases. Their description of the process is lacking in detail. Is it possible that Facebook has found a way to bridge one of the biggest gaps marketers face? Only time and extensive usage will tell.

– Privacy Concerns: This has already raised many concerns about the privacy of Facebook users’ information. While Facebook has stated that they never reveal the identity of the consumer, it is+ still creating concern amongst online communities. Many already worry about the amount of their personal information companies can access about them.

Last June Facebook warned users that it would be increasing user tracking for advertising purposes, allowing users to see and change some of the information that had been collected. Is this good enough for the Facebook user or will an even greater number leave to use social sites which promise not to use their information for advertising?


Is Facebook’s Ad Platform the answer to the Omni-Channel challenge?

Facebook certainly has granular targeting capabilities, something that Net Media Planet has taken advantage of in our social media advertising. Furthermore, its ability to effectively connect users across devices is something that fulfils a long-standing marketing challenge. However, there is still much testing to be done and knowledge to be gained before the true effectiveness of Atlas can be evaluated.