Tag Archive for: Advertisers

Advertising Through AdBlock Plus

Companies such as Instagram and SnapChat have taken their widely successful social media apps and managed to turn them into money-making advertising machines. By launching services that integrate company-generated content into the interfaces, these mobile applications are able to capitalize upon their preexisting user-base through compensation by advertisers.

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Source

The newest company to monopolize on their users is AdBlock Plus, a download that blocks annoying pop-ups and allows users to bypass YouTube’s pre-video advertisements. Because of ad-blocking extensions, ignoring online advertising is easier than fast-forwarding through commercials. Eyeo GmbH, the makers of the popular download, are trying to make money off of their new program, ‘Acceptable Ads’. This would allow companies to pay and have their ads bypass the blocker, as long as they adhere to a set of guidelines.

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Source: Twitter

This new program allows AdBlock Plus to make the most of its pre-existing user base by charging advertisers to ensure that their messages are reaching their target. The sole reason to download an ad blocker is to eliminate exactly what they are trying to sell: ads. Having paid content on SnapChat and Instagram has so far been well received, as the ads don’t seem to interfere with user experience. However, users who are accustomed to an ad-free experience may find this new program disruptive and counterproductive. Since selling ad space to companies defeats the whole purpose of an ad blocker, it’s unclear how the company will fare in upcoming talks with publishers, considering its now roundabout, slightly oxymoronic chain of operations.

Facebook: For the Users, By the Users?

Another week, another Facebook API update that affects privacy and, therefore, marketing.

Just so we’re on the same page here, APIs (application programming interfaces) are like secret tunnels that allow one application or platform to share information with another. (For example, you can post to Facebook via the Instagram app.) For today’s digital marketer, keeping track of these relationships is key for social channel management.

Facebook is constantly evolving, and claims to be prioritizing users over advertisers. Over the past few months, the company made a few API updates that could cause a little backlash from brands, but we think they’ll lead to a more engaged user experience in the long run.

Facebook

  • Last November, Facebook banned like-gated Facebook pages, encouraging a more organic brand “like” process. While there are still a few ways to procure page likes such as tabs, apps and advertising, this gives users a chance to look over the brand before liking, rather than forcing a shallow fan.
  • In the March/April timeframe, Facebook updated how it measures audience data and how page likes are counted for businesses. For example, they removed memorialized and voluntarily deactivated accounts from business pages’ like counts. While some were disappointed about their drop in followers, this ensures that data is consistent and genuine.
  • A few weeks ago, Facebook locked down their Login and Graph APIs, giving users the ability to choose what data outside apps can read or use when they first access the app. Ideally, this puts users’ minds at ease regarding who is stalking their birthday, or who is checking out their friends’ info.

Facebook discovered that users didn’t like a social media platform where likes were purchased and user data was sneakily pulled, and they did something about it. So –what do you think about Facebook’s “people first” movement? What do you want to see next? (Perhaps this upcoming newsfeed algorithm change?)