Trinity Mirror: Brands should create likeable advertising to solve ad blocking crisis
The ad blocking issue could be put to rest if brands put their full creative efforts into digital advertising, according to Zoe Harris, group marketing director at Trinity Mirror.
The marketer said she believes that “audiences like advertising – they find it helpful and entertaining”, and that recent hype around certain print and TV ads prove that. “I think if you can replicate that on digital platforms then a lot of the ad blocking issue will dissipate, if not disappear entirely,” she said.
Harris, who was speaking at The Drum’s Marketing Awards judging, added her company is also “tussling” to solve the issue themselves. She explained: “We’re looking different options and trying some different things to really see the impact it has for our advertisers and our users.
"I suppose in that sense we’re looking at finding solutions that mean consumers don’t come to us and don’t get served any ads at all – but we certainly don’t have all the answers right now."
Harris is joined on the judging panel by Gary Bramall, chief marketing executive at Hailo, and Andrew Gallagher, senior director marketing at Papa John’s. Both brand marketers appeared unfazed by the challenge of ad blocking, with Gallagher stating: "I haven’t noticed it affecting our business much yet. I think it’s something that people are only just starting to understand and believe they can do."
Bramall added: "I think [brands are] just starting to hear the concerns from the media channels, which are obviously really scared. I think you’ll see in the next few months - as brands start to feel the impact of [ad blocking] - it becoming a bigger issue."
Be sure to check out the nominations for The Drum Marketing Awards, sponsored by Havas Media, iStock by Getty Images and Onlineprinters. Tickets for the awards are available to purchase now.