Google announced this month two significant changes are coming to the Google Chrome browser. Both had been mentioned previously, but we now know they are in the beta channels and will be pushed into main releases within the next 60 days.
Beta and Developer channel versions of Google Chrome are available to the public, so if you want to see how they may impact your advertising, you can check them out here.
Autoplay Video Ads
The most annoying marketing practice of autoplay video ads is getting a haircut by Google. Users can just select “Always block on this site” in the drop-down menu right next to the sound icon to stop their browser from playing the videos.
The site will no longer have any audio capability as soon as the feature has been fully activated.
“1 out of every 5 user feedback reports submitted on Chrome for desktop mention some type of unwanted content” Google’s blog
This is just a few of Google’s several attempts to block ads that they deem “impertinent.” Although cracking down on online advertisements may hurt the future of eCommerce marketing.
Build-in Ad Blocker
Another new feature to come to Google Chrome release versions will be an Ad Blocker that complies with Better Ads standards.
Unlike some third-party Ad Blockers, it will not block (almost) all ads, but it will block ads deemed aggressive by the Coalition for Better Ads.
For many Chrome users that may just be enough to cut down ads to a point where they are not considered too aggressive and annoying. And Google needs the ad revenue, so they do prefer users not download third-party tools that effectively remove most ads.
With these changes to their browser, they hope to maintain a good balance between offering responsible ads to be served and remove the most annoying of ads and practices.
While both new ad blocking features will impact marketers, video ads, which have become very popular to gain attention, are the biggest losers in this change.
The Effectiveness of Video Ads
According to Forbes, at least 51 percent of Americans prefer online shopping than traditional bricks and mortar retailers, and with the eCommerce industry growing by at least 23 percent each year, the eCommerce industry is expected to change at an even faster pace in all of the marketing channels available in order to advertise their brands.
However, merchants nowadays find it more and more difficult to engage with their target audience.
The number of people in the United States who use ad blockers is expected to increase to at least 100 million in 2020, posing a challenge for retailers in the future.
Personalizing the concept for their ad campaign may be the best way to combat the possible degradation of web ad campaigns.
According to AdGreetz, providing information and products that viewers can relate to is important for a video ad to be successful.
The company provides support for brands to create a more personalized video based on social media accounts, shopper history, and other data that that will help create a more interesting video for the target audience.
This type of ad campaign will be hit hardest by the removal of autoplay in Google Chrome browser. One possible solution is to use a static ad that clicks through to a video ad to engage consumers.
It will be interesting to see how the advertising landscape will change in 2018 with these changes to the most widely used browser on the plant. And will other browsers such as Firefox, Opera, Safari, and Edge follow in Google’s footsteps?
How do you feel about ad blockers? Share your comments below.