Ad blockers improve website UX for consumers, yet they reduce the impact of traditional advertising. People use ad blockers to prevent disruptions to the browsing experience, according to a survey from Visual Objects.
With ad blockers seeing increased use, businesses must find creative solutions for earning advertising revenue without disrupting users. In the age of ad blockers, quality site UX is fundamental to engaging and retaining your audience.
This article explores how to earn advertising revenue without compromising your website user experience, as well as which ad types provide the best UX.
People Want Immediate Video Ads are Most Frustrating
People want unimpeded access to online content, especially to videos.
More than half of people (51%) are most frustrated by some type of video ad, according to the Visual Objects survey. Video ads that interrupt streaming are most irksome (31%), while people are also annoyed by video ads that play before content loads (21%).
Videos that play automatically are at once disruptive, intrusive and potentially embarrassing for users. People avoid autoplay ads, and, in turn, brands that use autoplay videos.
Be sure to remove autoplay videos from your website, as well as from ads that promote your businesses elsewhere.
Video is an effective tool, so companies must allow direct access to video content as part of a rewarding browsing experience.
Avoid “Overweight” Ads That Slow Website
People click away from pages that are slow to load, yet according to AdAge,, 40% of ads are “overweight” – or use excessive animations – which slows website performance. Removing burdensome ads is key to offering a fast-loading and quality browsing experience.
It’s important to use “lighter” ads but also to limit the number of ads on your site. Too many ads can slow your site and reduce its functionality, but also distract users who want to consume content.
Prioritize a fast-loading website at the risk of losing users, especially if your website relies on ad revenue. Web design companies help small businesses evaluate and improve their page speed.
Advertising Strategies to Reach Ad Blocking Users
Ad blockers are a reality, but publishers can still benefit from ads on their site. Two strategies in particular allow publishers to maintain their appeal to ad blocking users:
- Native advertising
1. Native Advertising
Native ads are paid media that blend in with the advertising medium.
Perceived to be both less intrusive and more relevant than traditional advertisements, native ads are ideal for reaching ad-wary consumers. In fact, people interact with native ads 20-60% more than traditional banner ads according to a study from Facebook and IHS
In the following example, Capital One uses narrative ad copy to appeal to readers on the New York Times’ website.
Source: New York Times
Capital One succeeds by offering users valuable information in a format that matches the format of the platform. This preserves the user experience while inviting engagement from interested readers.
It’s best to align your advertisements with the channel’s content. The more your advertising blends in with the surrounding content, the more likely you are to get results. Native advertising companies can help if you’re struggling to create a strategy that meets your business’s needs.
2. Ask People to Whitelist You
People will tolerate ads on your website if your browsing experience is valuable. Politely asking people to temporarily disable their ad blockers to access your content could be an effective strategy if your content is compelling.
People whitelist the New York Times, for example, because the ads don’t disrupt their content consumption and they want to support the journalism of the Times.
“Acceptable” ads align to the site’s content, and they do not disrupt, deceive, or annoy users. People dislike ads that create visual clutter, so respect the visitor’s intent by serving only relevant ads.
Ad Blockers Improve UX and Are Here to Stay
People increasingly want to avoid ads, so companies must explore new advertising strategies that appeal to ad-fatigued consumers.
It’s best to offer a quality site experience by removing “overweight” and disruptive autoplay video advertisements. You can ask people to whitelist your site, but be sure to minimize the intensity of your ad presence.
Instead, invest in native advertising and social media advertising that customers perceive as tolerable and meaningful. These strategies will maintain a high-quality user experience on your website and create value for your customers.
Kelsey McKeon is a Content Developer for Clutch, a platform and resource designed to help companies research and determine the best business services partners for their needs.