The Ultimate Ad Blocker
You’ve probably read about Apple enabling ad-blocking apps on its new mobile operating system. I’m surprised with all the hype around this subject for three reasons:
- Ad-blocking is not new; it has stopped those pesky pop-up ads on most browsers
- Apple released a new “news” app at about the same time as it enabled the ad-blocker apps. Of course Apple will have ads available, but only the ones that meet its requirements and monetizing system (Apple is not a religion, it is a cold, publicly traded business)
- The ultimate ad blocker is not enabled by Apple, it is you
You can block any ad by ignoring it. That’s what people have been doing for years with irrelevant, cluttered, too-much-copy burdened, poor-photography-story-telling, benefit-void advertising. You just didn’t know it, because you don’t get to see people actually disregard your message or story. Now an app shows what nearly everyone does to irrelevant content.
This discussion will give rise to native advertising (advertising that doesn’t look or feel like advertising). Native content that provides the benefits will begin to boom. It’s harder work: Isn’t deeply focusing on your stakeholders hard work? It’s easy to please ourselves as we develop a message; it’s much harder to get past the internal ad blocker that is built inside every customer or stakeholder.