Globally 43% of the online population is using an ad blocker, with APAC users topping usage at 47%. Over the last five years mobile ad blocking has doubled, spelling trouble for mobile marketers who face the effectiveness of their digital ads being reduced or, worse still, not seen by consumers at all.

However, there are ways in which marketers can still connect with their audiences in meaningful, privacy-friendly ways, at scale. Here are three top tips for beating the ad blockers.

Discover new browsers

Marketers may think just think about Chrome and Firefox when it comes to browsers, but there are many alternatives that offer valuable inventory and vast reach. For example, privacy-compliant browser Brave has 50 million global users. It prevents online tracking and rewards consumers for engaging with ads, users are therefore incentivized to interact with creative, generating useful data for campaign optimization and measurement. The benefits brands are reaping from Brave are significant; digital cloud storage service tresorit increased brand awareness by 636% thanks to Brave Ads, while Verizon achieved 23.8 million ad views.

Leverage smartphone inventory

As well as considering alternative browsers, marketers should extend their consideration of devices too. There’s a world of untapped smartphone inventory available that offers enormous reach and scale potential. Chinese smartphone brand Xiaomi, for example, has 500 million global monthly active users and is now the second-biggest smartphone manufacturer in the world. Xiaomi phones can host ads on their proprietary first-party apps as well as their home screens, resulting in high viewability rates. This unique inventory is also free from ad blockers, so marketers can be sure that their ads are visible to Xiaomi’s significant user base.

Samsung and Huawei smartphones offer the same ad inventory options and benefits, so marketers have several companies to choose from when it comes to switching up their inventory through direct partnerships.

Influencers increase likes

Thirdly, brands should tap into influencer marketing - hyper popular social platform TikTok, which currently hosts 3.1 million creators and has 1 billion global monthly users, provides advertisers with huge reach potential. Native by nature, influencer content is unaffected by ad blockers as creators often produce in-video product placements and recommendations. Moreover, 70% of young people trust influencers more than traditional celebrities, so they’re a great addition to the marketing mix for brands trying to connect with younger audiences. Influencers also have a good understanding of the consumers they’re addressing so they can create content that’s relevant to them, helping to drive conversions. By working with influencer agencies marketers can connect with creators that are relevant to their brand

There’s no reason that ad blockers should continue to compromise mobile campaign success. By tapping into new smartphone inventory, alternative browsers and influencer marketing, brands can ensure their ads are seen by the audiences that they want, at scale

Adib Karbouj
Head of Adops @ BcnMonetize

April 01, 2022