Ad Blocking vs Permission Marketing
The recent inclusion of ad blocking in iOs and the variety of web based and Android based ad blocking services are a threat to Online Advertising .
The rise of this trend is primarily due to consumers feeling that ads are not relevant and are a distraction rather than ad value.
As an industry we need to be responsible with the way we design the customer journey and make media more contextual and targeted and focus on permission based marketing rather than spam , in order to ensure that customers opt in to receive ads.
We also need to be mindful of data constraints in African markets.
There are great technologies available for location based marketing , but privacy issues need consideration .
Ad supported models are essential for publishers and consumers alike , so this discussion is about how to execute correctly and avoid the pitfalls on the horizon.