Here's how marketers can get around mobile ad blocking

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Some tips to circumvent the ad blocking threat

By Rohan Patil
Mobile ad blocking is on the increase. Prevalent on Android for a number of years and now an option for iOS users since September 2015, Global Web Index reported that 36.7% of mobile users it surveyed in Q4 2015 had used a mobile ad blocker at least once a month and a further 42% were interested in using one.

This is obviously a problem for mobile marketers, posing one straightforward question: how can we get around the problem of mobile advertising blockers?

The answers, unfortunately, are not simple or capable of providing a wholly satisfying outcome to mobile advertisers. However, we've identified four answers that could help you circumvent the ad blocking threat.

1) Avoid the mobile web in favour of mobile apps

The simplest solution to getting around the mobile ad-blocking problem is to avoid mobile web advertising in favour of in app advertising.

With ad blocking apps on iOS currently only able to block adverts in Safari and SmartInsights estimating users only spend 11% of their mobile time on the mobile web, heading to in app advertising is a blunt way to solve the problem.

Nevertheless, it isn't a wholly satisfying conclusion. First, shutting off an entire channel of advertising does not seem like a proportionate response to the problem. It could even damage your business if new mobile web formats, such as Google's app streaming offering, prove popular.

Second, and more worrying, ad blocking at a carrier level could put mobile app advertising under threat. Contrary to industry wisdom, The Register reported that carrier blocking by the likes of Shine will block ads within apps as well as the mobile web.

And with Android apps such as NoRoot Remover offering in app blocking, moving advertising from the mobile web to isn't a solution; it's a short-term repair job.

2) Pay the blockers to get through

How do ad-blocking companies make money? One of the most popular monetization methods is allowing companies to pay their way past the blockers.

You can therefore get past some mobile advertising blockers by meeting some basic advertising guidelines, such as AdBlocker's Acceptable Ads criteria, and spending a bit of money.

There are some positives to this. As reported in The Guardian, it may, ironically, be worth to pay to get through the ad blockers as the users most actively blocking may be valuable consumers. Meanwhile, the criteria set by many of the blockers for what is a good advert does mean ethical advertisers should be accepted easily.

That said, there are also clear problems. Acceptable advertising guidelines often rule out effective rich media and video formats, which may damage the effectiveness of adverts.

And, despite the protestations of the ad blocking companies, there is an unavoidable hypocrisy in paying a blocker to let you show an advert. Do you want to pay to support a business that makes money by damaging your business? That's a philosophical question you need to wrangle with.

3) Beat the blockers with new technology

In contrast to spending money circumventing a blocker, it might be worthwhile to work with publishing partners to work out ways to beat the blockers at their own games.

Online publishers, such as Forbes and WIRED, have activated tech on their sites which detects when an ad blocker is being used - forcing the user to pay for access, turn off the blocker or leave the site without accessing the article.

It may be in your interest as an advertiser to back technology such as this. Aggressive as it may seem, many sites on the mobile web rely on advertising funding to succeed and you may find publishers willing to work with you on it.

Equally though, it is a highly confrontational move that may alienate users. Faced with ad blocker blocking, some users will pay up. But others are already turning to sophisticated blocking technology that blocks the adblocker blockers.

Investing in the arms race against blockers may help solve the problem, but it equally could turn it ad blocking into an arm's race.

4) Use relevant, less intrusive, adverts

Finally, serving relevant adverts to users in a non-intrusive manner is probably the best solution to the blocking problem.

With Google punishing websites that run disruptive adverts in its search rankings and users responding better to adverts targeted at their interest, it is likely to be beneficial to advertisers in the long term to up their mobile advertising game.

By running less intrusive formats, such as in feed advertising or native web content on sites such as Buzzfeed, and working hard to ensure the right users see it, mobile advertisers can gradually change user perceptions of mobile adverts - staving off the blockers by increasing standards across the industry.

Conclusion
Solving the problem of mobile advertising blocking requires work from across the industry. By raising the standards of mobile adverts and removing the incentive to block, mobile advertisers can slowly fight back against the blocking trend.