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Columnist: Native Advertising helps defeat adblockers

Aug. 11, 2016 at midnight


There’s a new trend on the internet that could mean bad news for advertisers- ad blocking software. Ad blocker usage grew to 48% in the United States last year. In fact, 12.4% of Texans use some sort of ad blocker. Millennials are the most likely to use one, with 18-24 year-olds at the greatest numbers and 25-34 year-olds close behind. However, there is a way around the ad blockers that is great news for advertisers--native advertising.

Native advertising is most typically seen as a sponsored or branded article on news websites and is a true win-win for everyone. Because it bypasses ad filtering systems by blurring the line between content and advertising, native advertising lets readers experience a less cluttered website and makes readers more likely to pay attention. This method also allows businesses to get their message in front of consumers in a more appealing way than the “traditional” online methods.

Ad-blocking technology is helping the digital landscape by forcing advertisers to try new techniques and create content and experiences that consumers actually want to engage with. While this is a change for those accustomed to banner ads, native advertising allows brands to connect with audiences in an authentic and less disruptive way. In fact, according to a new Business Insider report, native advertising will be dominant in 2016 and will even drive 74% of all ad revenue by 2021.

While examples of this can be seen on a national scale with posts on Buzzfeed, the New York Times and more, local advertisers can reach and maximize audiences in this innovative way. Here at Advocate Digital Media, we help businesses create engaging content on both the VictoriaAdvocate.com and the Longview News-Journal.com. Articles that live on the website of these news organizations continue to reach audiences for months after their publication date, a great long-term investment for any business. For more information on local native advertising, go to our website www.advocatedigitalmedia.com or call us at 1-855-322-3355.

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