How To Beat Ad Blocking With Sponsored Content, Influencer Marketing

To learn more about influencer marketing, see our free white paper series.

Amidst Ad Blocking Crisis, Brands & Publishers Look To Sponsored Content Options

On August 10, 2015, Adobe in conjunction with UK startup PageFair, published a report illustrating the rise of ad blocking -- ad blocking rates grew by 41% globally, and 48% in the United States (see their entire report above). With the release of iOS9, Apple's latest operating system now features mobile ad blocking capabilities. Furthermore, starting in November, Google will penalize sites with app install ads (read more on their official Webmaster blog). As seen below in Business Insider's graph, the rapid rise of ad blocking (costing advertisers an estimated $22 billion in 2015 alone) has prompted brands including Nylon to focus their marketing efforts on sponsored content (see Digiday's article on Nylon here).

Ad Blocking Stats 2015

The Problems Facing Display Ads

At the end of 2014, Google (coincidentally, the largest digital display advertiser) published their own study -- the results state that over 56% of display ads are never seen (Business Intelligence). Here are the top problems facing brands, advertisers, and publishers for display ad marketing:

  • Rise of ad blocking
  • Poor targetting
  • Subpar engagement
  • Low share of voice (SOV)
  • Low visibility

The Marketing Solutions Beyond Display Ads

While terms including native advertising, branded content, and sponsored content are frequently used interchangeably, they are not entirely the same. For a detailed explanation on these terms, see Digiday's explainer "Time To Define Native Advertising." Sponsored content features paid campaigns, promotion, or content consistent with the medium's normal format (a blog post, Instagram, YouTube video, or Snapchat) on an external publisher's site or channel.

In stark contrast to display advertising, influencer marketing (or sponsored content with social media influencers) efficiently solves many of the problems currently faced by brands, publishers, and ad networks:

To learn more about influencer marketing, see our free white paper series.

Here are a few influencer marketing examples or sponsored content with top social media influencers:

Sponsored Content With Influencer Atlantic Pacific

See the entire sponsored blog post here. As seen in this influencer marketing example, advertiser David Yurman successfully markets to target consumer audiences on a high-traffic site, Atlantic-Pacific, without needing to circumvent ad block software. The sponsored content occurs in the same format as non-sponsored content, a blog post. To understand the difference between sponsored blog posts versus blog affiliate advertising, check out our article here.

NatureBox giveaway and pictures from the lake up on my blog today! (Link in profile) @naturebox #bettersnacks #betterchoices

A photo posted by Amber Fillerup Clark (@amberfillerup) on

Here, NatureBox partners with Barefoot Blonde for sponsored Instagram content. To learn more about how to create sponsored content with Instagram influencers, check out our in-depth article here. Similar to the sponsored blog post example, NatureBox circumvents ad block tech by partnering with Instagrammers and featuring their brand integrations organically on the influencer's channel. To learn more about sponsored Instagram content, see our brand guide on how brands are working with top Instagrammers.

In this YouTube video, Castrol effectively markets to vast new audiences and consumers by partnering with top YouTuber Austin Evans to share the latest news on a behind-the-scenes look at a Castrol-powered virtual reality gaming meets real world set up. For Castrol, creating sponsored content with social media influencers provided high marketing value and return for engagement, targeting, and branding. See our post on Castrol's #VirtualDrift campaign here.

Why Influencer Marketing Wins The Battle Against Ad Blocking

With influencer marketing or sponsored content with influencers, brands are assured both engagement and reach/exposure without the loss of revenue occurring from blocked ads on desktop and now mobile. Executed properly, sponsored content with top social media influencers is a surefire way to not only market to engaged audiences on new and emerging channels/platforms, and disseminate proper brand messaging in a conducive, word-of-mouth manner, but it solves the growing ad block problem altogether.

To learn more about influencer marketing, see our free white paper series.
Also See Our Posts On:

Marketing To Millennials On Social Media

Why Social Engagement Matters For Sponsored Content

How To Create Sponsored Content With Instagram Influencers

September 9, 2015 By Evan

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