Why I turned off Adblock
What is Adblock?
Adblock is a Chrome extension that disables all third party ads that show in your Chrome browser. We all hate ads. They’re annoying. In our face. And they seem to be taking over our environments.
In recent news
In recent news, Apple is allowing all users that update to iOS9 to block all ads. The advertising (especially mobile ad) industry is in a fervor.
Wired asked me to, so I did.
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Scanning through Wired’s blog feed, there was a headline that stood out. At first, it looked like just another post, but a tad peculiar. It was plain-jane simple, no graphics, just type. It read: “Please do us a solid and disable your ad blocker. Thanks for supporting Wired!” Ending with a simple and non-intrusive call to action, “Add us to your whitelist ›”.
Curious, I clicked on the link and was directed to a page thanking me that I added them on my ‘whitelist’ and continued to provide instructions on how to do it. So, I followed the instructions and did it. Ah, the genius of thanking me for something I haven’t done yet. Brilliant strategy and copy = increase in conversion. I didn’t even know I had a ‘whitelist’ for those I didn’t block. I guess I do now.
The importance of trust
Your brand is many things — but most important, it is the perception people have. It amazes me that many brands still struggle with this, while on the opposite spectrum, brands like Wired embrace and correctly utilize the trust they have built with their audience.
If I can sum up my decision in one word as to why I followed Wired’s instructions, it is: Trust. I’ve been reading Wired magazines and online editorial for years. They’ve continued to provide relevant quality content. And come to think of it, I can’t remember a time their ads ever annoyed me.
Talking about trust — the first ad that was dished out my way was pretty on point. It was design related (I’m a designer of sorts), copy was clean, imagery was simple and not intrusive. Win for all three parties: Wired (Publisher), Advertiser, and me. I clicked.