Rumors circled the internet earlier this week regarding Apple’s probable announcement of its latest smartphones (iPhone 6S and iPhone 6S Plus) allowing for the block of ads on mobile sites. For years, ad-blocking on desktop sites and applications have been around allowing for users to have an uninterrupted experience of the content they were perusing through. However, unless I missed it at the Apple event, we did not hear about this latest blocking but that doesn’t mean it’s not happening.
So, what does this mean?
For sites that make their living by opening up space for advertisers to use for a nominal fee, this could be a nice little blow. News sites like Buzzfeed and Forbes could see those native advertisements that help fund their business not showing up on the mobile devices of readers. Not good for these brands.
For those that leverage advertisement placement on different sites, this could impact your reach on smartphones (most notably, iPhone). If this change is made and Apple adopts ad-blocking, a new strategy for advertising on sites will be necessary.
Time for the marketing team to go into the conference room and start brainstorming. Get ahead of it, now. Don’t wait for this change to come. Having an action plan in place could make a world of difference on your marketing strategy overall. Take a look at your metrics, how much traffic and engagement are those ads getting you? If it’s not driving the traffic that you expected, then it may be time to move on from that anyway.
Good luck, advertisers! Let’s see how this plays out.
Sheena Hunt | CEO | Empowered Strategy