Adblocking software has transformed the digital media landscape creating new challenges for marketers.

According to the leading digital marketing research firm eMarkerter, adblocking adoption is growing in popularity and it’s predicted that by the end of 2018, 30% of all internet users will adblock.

Why are people adopting adblock

The digital landscape is saturated with advertising. From pop-ups, to intrusive banner ads and annoying video pre-roll, people are frustrated by the constant interruption. In a survey of US internet users by Kantar Millward Brown, 71% of respondents agreed ads are more intrusive than they were 3 years ago and they believe they are seeing more. Adblockers give people control, ensuring they have an uninterrupted browsing experience.

How can brands manage adblock

Brands need to be smarter how they connect with their audiences. They need to consider how to place their audiences at the centre of an experience; taking every opportunity to personalise that experience to ensure its memorable. Experiential marketing is a good example how brands are currently doing this but activations aren’t scalable. Due to the expense of running an activation, brands are only able to build a connection with a small number of people before they typically broadcast the event to a wider audience.

Immersive technologies such as AR and VR are a cost efficient alternative to experiential marketing. Given the AR capabilities of smartphones, AR in particular will become increasingly important to marketers. AR technology allows brands to facilitate highly personalised experiences at scale.

Some great examples of AR marketing

Zara have recently leveraged AR to amplify traditional shopping. Their latest app allows customers to virtually ‘shop the look’ by pointing the app’s AR camera at specific places in their stores to activate an AR fashion show experience.

Another great example is Oreo’s adoption of AR gaming to drive customer engagement through active participation. The Great Oreo Cookie Quest invites app users to join an AR scavenger hunt. Each day a user receives a clue to locate an object. If a user points the app at a correct object, an AR Oreo cookie will appear. A user will earn points depending how difficult the clue is. These cookies are saved in a gallery and points are displayed on a leaderboard that can be shared with friends on Facebook and Twitter. Scanning a real Oreo cookie enters the user into a sweepstake to win prizes.


Immersive media technologies like AR offer brands an exciting new platform to connect with their audiences with minimal intrusion. With AR technologies continuously evolving (including the recent announcement of ARKit 2!), it’s exciting to see if AR will soon become the new mainstream marketing channel.

Curious to explore how augmented reality can amplify your business? Contact us today!