Why Ad Blockers Make PR more Influential

 

By Mark Macias

Google Chrome is about to add a new feature that allows consumers to block ads from their browsers. (Read WSJ article here) Last year, Google earned $60 billion in revenue from online advertising, so if the search engine is about to block ads from their browsers, it’s something we should pay attention to.

Reaching your potential customers is about to get a lot harder if you rely on advertising. At the same time, PR is about to become more influential.

Consumers already disregard commercials on TV. We walk out of the room when they come on TV without even realizing it. We are already immune to the message because we know it is paid advertising.

But it’s different with an actual news story.

Why Ad Blockers Make PR More Valuable

There are currently 615 million devices that actively block ads, according to PageFair. The percentage of consumers using ad blockers is up 30 percent in 2016. If your business is relying on online advertising, your pool for reaching them is getting smaller.

Now contrast that with actual content. Viewers with local and online news is climbing, according to Nielsen stats. PR gets your product or service into the conversation, and that audience base is growing.

I just learned today Amazon bought Whole Foods from a news story and within 5 minutes of hearing the news, I heard people talking about how great Amazon is as a company. People around the coffee stand all had an idea on why Amazon was taking over the world and a great innovator. They were talking about why they love Whole Foods. Now that is a news story that will get people talking and listening.

As you approach your marketing budget, take a closer look at how your dollars are being spent. The VLOG above goes more in-depth on why PR is going to benefit with this ad blocking surge.

Macias PR was named the 2015 and 2016 top PR Firm of the Year – USA by Finance Monthly. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.