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Well, the holiday season
is over for sure. And now the malls are packed with the be-gifted
and disappointed, who are looking to exchange what they got with
what they actually wanted.
Buying those gifts took
a lot of time, money, and some serious thought.just to be returned
and eventually forgotten. If given the choice, wouldn't you like
to know who on your list wants to receive what, and when it would
be optimal for them to receive it?
The world of Internet
advertising is no different. All advertisers want to know is who
will most likely respond to their ads, and who won't. Over the past
few months, there's been a groundswell of unnecessary nervousness
among the online advertising community regarding banner blocking,
or filtering. These technological advances are not cause for concern.
Rather, they are a giant step forward in an advertiser's ability
to properly target a message.
What Is Banner Blocking?
Those cruising around the Internet now have a choice to either view,
or turn off, ads placed on the sites they visit. To turn off the
ads, individuals must purchase products like IMSI's NetAccelerator,
which creates a barrier against the download of ad text, graphics,
pop-up windows, and banner ads on the Internet.
Companies are rolling
out with these products on a daily basis. And believe it or not,
it's a good thing.
It's A Win-Win.
Why advertise to someone who doesn't want to see it, won't respond
to it, and actually is angered by it?
Well, the holiday season
is over for sure. And now the malls are packed with the be-gifted
and disappointed, who are looking to exchange what they got with
what they actually wanted.
Buying those gifts took
a lot of time, money, and some serious thought.just to be returned
and eventually forgotten. If given the choice, wouldn't you like
to know who on your list wants to receive what, and when it would
be optimal for them to receive it?
The world of Internet
advertising is no different. All advertisers want to know is who
will most likely respond to their ads, and who won't. Over the past
few months, there's been a groundswell of unnecessary nervousness
among the online advertising community regarding banner blocking,
or filtering. These technological advances are not cause for concern.
Rather, they are a giant step forward in an advertiser's ability
to properly target a message.
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What Is Banner Blocking?
Those cruising around the Internet now have a choice to either view,
or turn off, ads placed on the sites they visit. To turn off the
ads, individuals must purchase products like IMSI's NetAccelerator,
which creates a barrier against the download of ad text, graphics,
pop-up windows, and banner ads on the Internet.
Companies are rolling
out with these products on a daily basis. And believe it or not,
it's a good thing.
It's A Win-Win.
Why advertise to someone who doesn't want to see it, won't respond
to it, and actually is angered by it?
While the banner blocking
software is sniffing out advertisements to filter, banner-serving
software can sniff out the presence of the block that is about to
occur. Leaving the individual with no ad to view.and the advertiser
with no ad impression to pay for.
Learning From History
This is not a new concept.
Rather, it's an updated spin on a program that's existed for quite
a while. In 1971, the Direct Marketing Association began the Mail
Preference Service. Effectively, this service is the grandfather
of what we are now calling ad blocking.
As many as 3 million
individuals have chosen, through MPS, to block any unwanted national
advertising via traditional mail. Any person can elect at anytime
not to receive catalogs, continuity clubs, subscription offers,
charitable offers, and other national mail by registering with MPS.
Ad blocking software
is serving the same purpose for individuals who don't want to view
advertisements on the web sites they visit.
Offline, the DMA established
its suppress file to protect an individual's privacy and assist
the Direct Marketing community in its efforts to reach qualified
prospects. The same could be said for filter software, and it's
role within Internet advertising. Yeah, But Won't Everyone Ride
On That Wagon? The Internet feeds off of advertising. Without ad
revenue, many of your favorite web sites -- including this one,
in fact -- would stop their presses.
So how serious a threat
is ad blocking software to the health of the site publishing model?
Not a serious one, really.
Most people actually
find advertisements to be helpful. Many regard them as a source
of information, even if only peripherally. And ultimately, ad blocking
will allow an advertiser to prospect without invading the privacy
of those who no longer wish to participate.
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