Technology is always moving forward, and it can be hard to stay ahead of your competition.
And the world of digital advertising often seems to move faster than anything else. Part of this comes from the sheer number of users who are exposed to digital advertising every day. Advertisers have to move quickly and keep things fresh as well as respond to frustrations that users might have with intrusive or annoying ads.
JumpSIX Marketing is always keeping up with changing trends in digital advertising, and we can help you out with some advice on some of the new policies for 2018. With so much advertising on the internet, Google’s policies regarding what is and isn’t considered relevant, high-quality, or just plain bad constantly shift.
Did you know that Google’s Chrome browser can now mute your video ads permanently? Did you know that more and more web browsers are coming with ad-blocking built in? Read on to find out how the industry changes to adapt to stricter digital advertising controls.
Stricter Quality Control
Quality control for any kind of advertising is important, and the digital equivalent is no different. It’s vital that ads are relevant and genuinely appealing to users, rather than excessive and intrusive. While it’s not a big policy change, the quality control and expectations placed on advertisers is always getting stricter. The only real way to counter this is to take genuine care with the quality and relevance of advertising.
No More Autoplaying Video Ads: Keeping Things Quiet
Things get a little more complicated when a policy change potentially stops your ads from being seen or heard. At the beginning of 2018, Google updated its Chrome browser to allow users to mute all sites that contain auto-playing videos. Whether they’re advertisements or content, users can choose to never have them play sound unless they choose to unmute them.
Apple previously went further with their own Safari browser, allowing users to stop videos from autoplaying altogether. This is a clear demonstration that users are growing frustrated with certain elements of their online experience and that digital advertising campaigns need to be shifted to focus less on just being seen (or heard), and more on actively engaging users.
Going a step further, some browsers are including their own ad blocking features as standard. Ad blocking extensions and plugins were already an issue for many advertisers, but browser developers including it as a standard feature is an even bigger challenge. This is especially prevalent on more and more mobile browsers, which is also where the majority of users view the internet.
This has the potential to have a big, negative impact on a digital advertising campaign. Fortunately, the majority of these developers — along with developers of ad-blocking extensions — offer whitelists. Getting onto a whitelist is much like getting on the good side of the Google Advertising Network: creating consistent, high-quality, relevant, and non-intrusive ads.
Get Help With Your Digital Advertising
For someone just trying to promote their products or services, all of these changes can be frustrating and off-putting. Of course, you could always leave it up to a professional digital marketing company like JumpSIX Marketing. As a Google Partner company, we keep up with the ever-changing advertising policies that have a big impact on business, and we can help you stay ahead of the competition. Contact us about digital marketing services today.