ESM Digital's Higher Ed Marketing Blog

Ad Blocking –Should you be worried about it?         

Don’t worry about ad blocking. Prepare for it!

Ad blocking has been around for years. But it wasn’t until Apple got into the fray that people really took notice. No surprise there. When the behemoth introduced Been Choice with the claim that the app would block ads on mobile websites and in native mobile apps, a low buzz of panic set in.

Should you and your digital ads jump into panic-mode?

The simple answer is no.

What they are

Ad blockers are apps added as extensions to browsers to prevent your ads from being seen by your prospects.

Wait, if your digital ads can be blocked, shouldn’t you worry? After all, your digital ads only work if they’re actually seen by your prospective students.

The top reason you don’t have to concern yourself with ad blockers just yet is that your prospective students probably aren’t using them. Even though they’ve gained traction in recent years, ad blockers are still only used by a small fraction of the population. Are your prospective students among the less than 3 percent who use ad blockers? Probably not.

On the other hand, as they gain in popularity you need to think forward to what-if scenarios that could block your ads, lower your profile and hit your brand hard.

Don’t get blocked

You already have an incredible tool to prevent your ads from being blocked: content marketing. If you create quality content that prospective students actually care about, they’ll gladly let your school and its message filter through. Your great content can trump ad blockers.

The other offense you have against an ad blocker defense is remarketing. When you serve up ads to people who’ve already expressed an interest in what you have to offer, you’re less likely to be blocked. Remarketing allows you to effectively target prospects who care about what you have to say.

Digital marketing can help you find and engage with prospects as they consider their options for higher education. But it is an ever-changing landscape. If you’d like some strategies on how to use it effectively and stay up-to-date with the latest technologies, trends and techniques, contact the #HigherEdGeeks at Effective Student Marketing today.

~Linda Emma