22 February 2016

News that mobile network Three has signed a deal with a technology company to enable it to block ads at a network level should prompt anyone who depends on such promotional activities to be more than a little bit worried. The digital advertising landscape is already a challenging one without the threat of tech companies seeking to shield consumers from all-important communication strategies.

However, it’s also fair to say that, from the consumer’s perspective, it can feel a little like the Wild West; users are bombarded with messages in a variety of formats that can disrupt the overall online ‘experience’.

Why should you care? In simple terms, this new development has the potential to reduce your advertising reach. Granted, there are other more sophisticated ways of reaching consumers online. But these can take time to reach fruition and prove costly. Product and special offer promotions are a little more quick fire in their approach than the slow burn nature of brand-building campaigns.

When you’re asking your marketing and tech people why customer responses are down, it’s probably too late. Treat this announcement from Three as the starting gun for a new approach to online advertising – especially in the rapidly growing mobile sector. And don’t expect it to be the only one, as once the other mobile networks see how this development pans out, they’ll be next. You’ve long since been able to block ads on your computer, so why all the fuss? Simple, mobile is the new normal for a rapidly growing number of consumers.

Iain Dooley

Editor, Agenda

Auto Retail Network

Tags: ad blocking, advertising, mobile Internet, promotions, Three