It’s enough to keep a digital marketer up at night.
There’s some good news, though. According Manufacturing Directors Email Lists to Nieman. Lab, publications have reported that only 1-2% of their visitors are using content blocking software.
The flip side to that coin is that ads on mobile devices are more of an interruption than they are on desktop platforms, thanks to the limited real estate on a mobile screen. It’s a safe bet that many mobile users, tired of seeing their screens filled with digital promotions, will follow the lead of their desktop counterparts and opt for some type of ad blocking technology.
In other words: prepare for the worst.
There’s another bright spot in mobile marketing, though. While content-blockers will block ads running on websites, they won’t block ads running on apps.
It’s important to make a distinction here. Web apps are run from a web browser. You can think of a website like Travelocity as a web app.
Native apps, on the other hand, are apps run outside of a web browser. They have their own icon on the user’s screen and don’t require the use of a browser, such as Chrome or Safari.
Ads that run in those native apps can’t be blocked by any ad blocking technology as of this writing. In fact, free apps are often monetized with ads so it would be against the interest of the app developer to block the ads.
Fortunately, you can use your Google AdWords account to run ads on native apps. If you’re spooked by the emergence of ad blockers and you’re certain that people in your target market use one or more apps, that might be a great option.
Another good reason to opt for native app advertising
Nielsen found that mobile users spend 89% of mobile of their time on native apps. Only 11% of their time is dedicated to mobile web browsing.