by Mark Mathis. Published October 2015 in One-Minute Marketer.
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:
There was a pop-up ad on the story about Apple enabling ad-blocker apps. A bit ironic. Plus it is for Public TV, which doesn’t allow ads. Ironic +.
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.
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