Every year, inbound marketing industry leader HubSpot surveys thousands of the world’s leading marketers and salespeople. They ask them about their biggest challenges, laundry list of priorities and the strategies they plan to add into their mix for the year ahead. All of these insights are then consolidated into a master report: the annual HubSpot State of Inbound 2016 report (i.e., the report I drool over getting each year).
As a HubSpot Partner, we got a sneak peek of the 2016 report and were fascinated to see the existing trends and projections for 2017. While we could talk about every chapter in the report (and we probably will over the next few weeks), we were particularly interested with ad blocking because it's on the rise. In 2015 alone, ad blocking cost publishers around $22 billion. More than 500 million users around the world have downloaded Adblock Plus. But it's not that people universally hate ads no matter where they appear—their effectiveness is in their details.
Users want to watch their videos, visit their websites and check out their social media accounts without ads interfering with the experience. Unfortunately, bad advertisements are more common than good ones—and all too many users are turning to ad blockers as a result of those negative experiences.
Mobile ad blocking, in particular, is growing by 90% each year, according to the State of Inbound 2016 report. Many customers are turning to ad blockers in an effort to get back control of their browsing experience, not because they don't like all ads, but because of the intrusive or negative ones that get in their way.
“Mobile #AdBlocking is growing by 90% each year #FutureOfInbound” TWEET THIS
Since inbound marketing accounts for a huge chunk of most companies' advertising—and the State of Inbound 2016 report shows only 17% feel that outbound marketing strategies are the most successful lead generation for their team—it's more important than ever that companies find ways to make their ads the ones that don't frustrate consumers.