Yes, ad blocking is good for business.

Why Ad Blocking is Good for Business.

Usage of “ad blockers” has increased by 38% worldwide in the past 5 months.

And with all the chit chat lately around the use of ad blocking, I get to answer questions like these weekly: “what is going to happen to our business without this revenue stream?” And, “how are we going to reach our audience(s)?

The answer is quite simple: You’ll survive by adjusting to the reality of the market. Period. And the reality is PEOPLE DON’T LIKE ADS! But, they love good content.

Look, I don’t want to go to the ESPN app for the GSW score and get a big fat banner ad that I must X out of to proceed (not to mention, fingers are big and the x on the ad is small. So, when people click out, it usually clicks-through and spikes metrics, falsely – how’s that for an ROI?!).

Intrusive advertising is on the way out – thankfully.

Let me land this airplane & bring tires to tarmac:

  1. The best marketing isn’t advertising; it’s a well-designed & remarkable product & brand.
  2. The best way to contact your audience is by earning the privilege to contact them, over time.
  3. Making products or jobs for your people is far more efficient than finding people for your products or jobs.
  4. Horizontally spread ideas (person to person) are far more effective than top-down vertical advertising.
  5. More data isn’t the point. Information to serve explicit promises is the point.
  6. Media properties that celebrate their ads (like Vogue) will continue to thrive, because the best advertising is the advertising we would miss if it was gone.

Remember, everyone hates advertising in general; but loves it specifically.

So whether you’re trying to recruit people for jobs, sell Tea to hippies, move a pair of Flyknits to a runner, or sell your software to another company, ask yourself this when you create content: will they miss this if it was gone?

Tight lines.

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