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James Green from Magnetic: I hope that ad blockers push us to improve the user experience
Manuela Walfenzao| 17 de septiembre de 2015
Green: La mejor publicidad es tan convincente como el mejor contenido
James Green, CEO of Magnetic, spoke about the diverse possibilities publishers have to face ad blocking. According to Green, this is a process that will decant advertising and its necessary to develop a strategy to face it. The Washington Post and Hulu have closed the access to ad blockers and offer paid alternatives to enjoy their services without advertising. For the executive, brands and advertisers´ positions are key. “Im on the selling side of advertising, and I am the first to say that many ads disrupt the consumer experience some are ‘noisy’, clutter the page and simply just get in the way. Broadcast TV is no better do you think people will continue to sit through 7 to 8 minutes of advertising for only 20 minutes of content? All of this ‘bad advertising’ gives marketing a bad name,” he explained. “I hope that ad blockers push everyone to improve the user experience and deliver quality ads that are engaging and relevant.”Among the possibilities that Green put forth to deal with ad blockers are: tolerate the situation, block or get creative. “The route that high-quality publishers take will be to charge for ad free content or have viewers see their ads. Another option is to turn content into advertising… so that blockers cannot identify it” he mentioned.”Many might consider it to be a hindrance, but this transition is a call to action to the entire industry to improve the consumer experience. The best advertising is just as compelling as the best content.”
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