How B2B Marketers Can Overcome Ad Blockers with Smarter Strategies

Display ads are one of the most effective ways to reach people and re-engage potential clients. However, it doesn’t mean that online users are keen on said promotional content. Almost 33% of worldwide internet users use ad blockers. In comparison, the majority of users fall under the generational bracket of Gen Z, with 99% hitting “skip” on ads and 63% using ad blockers to avoid advertising.  

On a wider lens, outside of consumerism, there are nearly 200 million users across the globe who have adopted ad-blocking software to enhance their online experience. In the United States alone, approximately 45 million individuals utilize this technology, while in Europe, the number rises significantly to around 77 million users.

This substantial figure highlights a growing trend that cannot be overlooked, especially when considering the staggering amount of revenue lost in online advertising as a direct result of this shift. The impact of ad blocking is profound, reshaping the landscape of digital marketing and prompting advertisers to rethink their strategies in order to reach their target audiences effectively. However, all is not lost. With the right strategies and tools, B2B display advertising can navigate around ad blockers, ensuring that your message reaches its intended audience. 

What does this mean for digital advertising?

Do ad blockers impact display ads? Ad blockers do improve user experience but, on the flipside, they are software tools designed to remove or alter advertising content on a webpage. They can block a wide range of ad formats, including banner ads, pop-ups, and video ads. They also reduce the visibility and reach of organic, non-intrusive display ads that are crucial for B2B marketing. This reduction can significantly impact campaign performance and the ability to generate leads. 

Limited viewability

Ad-blocking limits the possible views an advertiser’s content can receive, negatively impacting their opportunity to turn a profit. Ads are paid for only after they’ve appeared on a web page or have been clicked. This means that if an internet browser has an ad-blocker installed, publishers aren’t getting paid per site visit during the session, and advertisers aren’t able to serve relevant ads to the end user.  

The use of ad blockers can diminish brand visibility and recognition. If potential clients are not exposed to ads, they may not become aware of a brand’s offerings, which can stifle growth and market penetration.

Increased expenditure, decreased ROI

Ad-blocking software is estimated to cost advertisers and publishers between ten to fifty percent of the total revenue generated by ads. That’s a significant loss, especially for B2B marketers who rely heavily on digital advertising for lead generation and brand awareness.  

Decreased targeting accuracy

Ad blockers can hinder the ability to gather valuable data on audience behavior and preferences. This data is crucial for refining marketing strategies and targeting efforts. Without it, B2B marketers may struggle to understand their audience, leading to less effective campaigns.  

Data loss

Ad blockers can also interfere with tracking pixels and other analytics tools, leading to incomplete data and inaccurate performance metrics. This data loss can hinder the ability to measure campaign success and make informed decisions.

Struggle with organic traffic

The reliance on organic reach becomes more critical, but it can be unpredictable and less effective than paid advertising. This shift may propel B2B marketers to invest more in content marketing and SEO, which can require significant time and resources without guaranteed results.

READ: How to Measure Display Advertising Campaign Success

Display Advertising Strategies to Navigate Around Ad Blockers

Are display ads dying because of ad blockers? No, they are not. Despite the aforementioned challenges, a well-targeted display advertising strategy can still navigate around ad blockers and be an actual powerful tool for engagement and conversion. This, along with ad copies that deeply resonate with the clients, is likely to face significant results in capturing attention and driving results.  

With both the ad fatigue phenomenon and adblocker usage, let us take a look at how display ads should be presented, targeted, and integrated into the overall user experience. 

Leverage Native Advertising

Native advertising is designed to blend seamlessly with the surrounding content, making it less likely to be detected and blocked by ad blockers. Native advertising is online advertising that aligns with the platform’s format, including videos, articles, or editorials. 

These ads match the form and function of the platform on which they appear, providing a non-disruptive user experience. As a result, native advertising can be an effective way to engage users without triggering ad blockers.  

Native ads are less intrusive and more relevant, leading to higher engagement and click-through rates. This increased engagement can translate into better conversion rates and a stronger connection with the audience. They integrate naturally with the content, making them less likely to be flagged by ad blockers. This seamless integration not only helps bypass ad blockers but also enhances the user experience, fostering a more positive perception of the brand.  

Use AI-driven Programmatic Advertising

Programmatic advertising uses automated technology to buy and place ads in real-time. This approach allows for more precise targeting and optimization, reducing the likelihood of ads being blocked. By leveraging data and automation, programmatic advertising can improve efficiency and effectiveness.  

With the right display advertising partner, you can navigate around ad blockers for enhanced targeting. Using data-driven insights to target specific audience segments, you can ensure that your ads are shown to the right people at the right time. This precision targeting can increase ad relevance and effectiveness, leading to better campaign results.  

Focus on First-party Data and Personalization

With data from potential buyers, you can tailor marketing campaigns based on what your audience has revealed to you directly rather than relying on third-party data.  

With this B2B data, your display advertising campaigns are also more than simply knowing what your audience wants. Crafting relevant and compelling ad content is only the beginning. Maximizing the power of this data means identifying the right channels, time, and ad formats to reach them effectively. You will also have a better understanding of your target audience’s existing patterns and activities, allowing you to adjust in real-time for better optimization strategies.  

B2B marketers should focus on contextual and behavioral targeting instead of cookie-based tracking. 

Customizing advertisements to align with user interests and preferences significantly boosts sales figures. Research indicates that a remarkable 76% of consumers are more inclined to make purchases from brands that adopt a personalized marketing strategy. This approach not only enhances the customer experience but also leads to improved campaign performance. By utilizing targeted ads, businesses can effectively reach a more relevant audience, which in turn results in higher conversion rates and a more favorable return on investment.  

Manifested Changes with Google’s Manifest V3

Manifest V3 introduces changes that impact how extensions operate, including ad blocker extensions.  

Ad blockers utilize filters to prevent advertisements, and these filters necessitate modifications to network requests. With the introduction of MV3, extensions are restricted to a maximum of 30,000 rules, which means ad blockers can only employ 30,000 filters. In reality, at least 300,000 network block requests—ten times the imposed limit—are essential for ad blockers to operate effectively, indicating a significant reduction in their efficiency in V3. 

With these new rules, advertisers can adapt their strategies to align with the updated framework. For instance, while some ad-restricting extensions may face limitations, advertisers can leverage compliant extensions to enhance their display campaigns. Moreover, Manifest V3 encourages the development of more efficient and streamlined extensions, which can improve the overall user experience. This shift can lead to better engagement with display ads, as advertisers find innovative ways to reach their audience within the new guidelines.

Embracing a Multi-Channel Marketing Strategy

Developing the perfect messaging for your customers is essential to capturing their attention and sparking their interest. With B2B data, you can gain a deep understanding of your audience, and tailor your communications to resonate directly with their specific interests and needs.   

Shift your perspective on ad blocking and consider it in a more comprehensive light. Why do people use ad blockers? The answers are interconnected problems that contribute to the rise of ad blocking. The prevalence of poor ad experiences on the web is a major factor that accelerates the adoption of ad-blocking technology among users. When consumers and clients encounter intrusive, irrelevant, or annoying advertisements, their frustration and ad fatigue grow, leading them to seek out ways to eliminate these disruptions altogether.  

The solution to the first problem is clear, albeit nuanced. Businesses must strive to create ad experiences that are not only tolerable but also engaging and relevant to users. This will help reduce the motivation to block ads. A multi-channel strategy allows you to engage with your audience precisely when they are most inclined to make a purchase. By strategically timing your outreach, you can connect with potential buyers at the moment they are actively seeking the products or services you have to offer, thereby increasing the likelihood of conversion and driving sales effectively.  

RELATED: Achieving Maximum Impact with a Multi-Channel Display Advertising Strategy 

When implemented right with the right strategic approach, display advertising offers a unique approach, whether your goal is to utilize it as a powerful brand awareness tool or to connect with consumers on a hyper-targeted level. This versatility allows marketers to craft campaigns that resonate with specific audiences, making it an invaluable asset. The best way to fight ad blockers is to diversify your advertising channels, across both search and social, and make sure you’re using all the ad targeting options available to you, to focus your spending on where it will deliver the most ROI. 

With DemandScience’s display advertising solution, we ensure that your brand maintains a consistent and prominent presence in the market, utilizing personalized messaging that effectively connects with potential leads who may be lurking in the often elusive dark funnel. This innovative approach not only serves to accelerate your sales pipeline but also plays a crucial role in shortening the overall sales cycle, allowing you to close deals more efficiently.  

Our capabilities in precise targeting are significantly enhanced by our vast repository of global, first-party data, which enables us to identify and reach the right individuals. When combined with our connected services, businesses can deliver consistent messaging through syndication, re-engage with display ads, and retarget through email distribution. This strategy empowers client partners to engage the entire buying group seamlessly, successfully navigating around ad blockers and addressing the real issue that lies within the usage. 

Discover a sustainable and long-term display advertising strategy. Reach out to DemandScience experts to learn more.