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You’re busy. We’re all busy. So why all this wasted chit-chat about Ad Blocking as if it’s the greatest nemesis for Marketers? If you’re suffering from a Franz Oberhauser complex, trying to achieve world domination for your brand with advertising, then Ad Blocking would be your nemesis.
Here’s 007’s word of advice: “World domination. The same old dream. Our asylums are full of people who think they’re Napoleon. Or God.” Dr. No, 1962
Clearly you’re not trying to achieve world domination with advertising. But you may be a bit distracted by all the fuss about Ad Blocking. The truth is the debate about Ad Blocking is the sound of the death-throes of old-school marketing. The traditional ad campaign, that wonderful backbone of institutionalised marketing, is starting to die out. If you’re still worrying about pushing irrelevant ads in front of your customers – hence worried about your ads getting blocked – then look out – Franz might be looking back at you in the mirror.
Old School Ad Men will be telling you they’re giving you the opportunity to walk out with the money, because that’s what they’re trying to do, with yours. We’re giving you the opportunity to walk out with your brand still alive. Stop looking over your shoulder for Franz and focus on what’s important – your customer.
Your customers block ads because they’re annoying and irrelevant. So why do you keep trying to wind your customers up? It’s madness. Definitely not smooth. It’s like serving a dry martini in a shot glass.
Tim Armstrong, AOL CEO said at Advertising Week 2015: “Everyone is spending all their time talking about ad blocking right now…Everyone should be spending all of their time talking about why consumers feel the need to block ads.”
Hear hear Tim. Cheers to that.
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