UNICEFs Banners Liken Online Ad Blocking to Ignoring Children's Rights
Cadhla Gray — November 4, 2015 — Marketing
With the arising of a large debate around online ad blocking, UNICEF has joined in with its own ad banners that specifically target those who enable the blocking technology.
With an ad that reads, "Children's Rights Should Never Be Blocked," the non-profit is stating that such online ad blocking inhibits its ability to campaign and raise money for its advocacy work. The banner was featured on the homepage of a Swedish newspaper.
While strategies like this are controversial since they specifically ignore the ad-blocking technology, the results of this campaign were amazing. Not only did many of these ad-blockers click on the banner, but 300% more of them did than the number who click on a regular banner. Even better, of those who did, one in 10 signed up on the site. While this sounds promising for advertisers everywhere, it is important to note that when for-profits use this tactic it is not nearly as successful.
With an ad that reads, "Children's Rights Should Never Be Blocked," the non-profit is stating that such online ad blocking inhibits its ability to campaign and raise money for its advocacy work. The banner was featured on the homepage of a Swedish newspaper.
While strategies like this are controversial since they specifically ignore the ad-blocking technology, the results of this campaign were amazing. Not only did many of these ad-blockers click on the banner, but 300% more of them did than the number who click on a regular banner. Even better, of those who did, one in 10 signed up on the site. While this sounds promising for advertisers everywhere, it is important to note that when for-profits use this tactic it is not nearly as successful.
Trend Themes
1. Online Ad Blocking - Disruptive innovation opportunity: Develop alternative advertising methods that can bypass ad-blocking technology and effectively reach users.
2. Non-profit Advocacy - Disruptive innovation opportunity: Explore creative strategies to engage with ad-block users and educate them about the impact of ad-blocking on non-profit organizations.
3. Targeted Ad Campaigns - Disruptive innovation opportunity: Develop personalized and attention-grabbing ad campaigns that are specifically designed to resonate with ad-block users and encourage them to take action.
Industry Implications
1. Digital Advertising - Disruptive innovation opportunity: Offer unique advertising solutions that address the challenges posed by ad-block technology and provide value to both advertisers and users.
2. Non-profit Organizations - Disruptive innovation opportunity: Explore innovative approaches to fundraising and advocacy that can effectively overcome the obstacles imposed by ad-blocking technology.
3. Media and Publishing - Disruptive innovation opportunity: Create compelling and engaging content that captivates ad-block users and drives revenue through alternative monetization strategies.
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