Blocking digital ads is incredibly easy to do. Unfortunately for digital marketers, it is incredibly common as well. A 2015 study by Moz and Fractl estimates that over 60% of millennials block ads. The study’s results aren’t entirely a shock as the ad blocking practice isn’t new. Millennials are between the ages of 18 and 34 and are known to spend a lot of money on travel. For this reason and because they make up a significant portion of the market, millennials are the current focus for many hoteliers.
Users who block ads can also be a challenge for hoteliers targeting a different market segment. Another study conducted in the same year by the Reuters Institute for the Study of Journalism at the University of Oxford concluded that over 40% of all Internet users block ads while surfing the web.
Millennials and other web users block ads using software like AdBlock that hides all ads from Internet browsers. The company claims the software removes ads being ‘force-fed’ to users, allowing them to concentrate on the content on the webpages. AdBlock even removes PPC ads from results pages.
With such a high proportion of Internet users using different products to block ads, it can be difficult for marketers reach these people. So, what can you do to get noticed even when users actively block ads?
- Publish free content: Millennials actively search for and consume free content published by companies. Creating and updating a blog with local content will attract Millennials to your site and can even entice them to stay at your property! At the very least, they will know your brand and something about your hotel, resort, or inn.
- Rank highly in organic searches: Digital marketers understand the importance of being in one of the top spots on Search Engine Results Pages (SERPs). After all, the higher you rank, the more clicks you’re likely to receive. While millennials approve of PPC ads, appearing in the top organic listings can only help you get noticed by your target market more often.
The popularity of ad block programs among millennials presents a challenge to digital marketers. Thankfully, there are other ways to reach this segment online!
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