A new option for people to block out ads might be a giant reason why companies should turn back to print products for content marketing promotion. Google recently announced the launch of Contributor by Google, a service that's basically a deal between publishers and readers that allows people to pay to not see ads. It's no secret that editors of online publications have been banging their heads together trying to figure out innovative and effective ways to pull in more traffic to their respective sites – and this may just be the answer.
How Google Contributor works
As stated on Google.com, people can participate by committing to contribute between $1 and $3 per month that'll be banked. Each time you check out a website, you can use pennies from that fund to block out unwanted advertisements, and some of the money will go directly to the publication. Websites that want to be a part of this invention need to sign up with Google as well.
So far the project has gained the support of big name partners, like The Onion, Urban Dictionary, Mashable, Wiki How and more. There's currently a waitlist to join, and people who are interested can sign up via Google.com. The company promises to email hopefuls when a spot opens up.
But what about advertisements?
When using Google Contributor, the spot where the advertisement once appeared will either transform into a pixilated box or a "thank you" message will appear. If successful, this could be a great way for publications to earn some extra revenue – but it can also be damaging to businesses that pay good money for the advertisement space.
In a recent report, Gartner found that companies spent on average over 10 percent of annual revenue on marketing efforts in 2014 – at least 50 percent of those places agreed that they planned to spend even more in 2015. The source gathered the information by asking 315 people within the U.S., Canada and the U.K. questions in regard to their respective company's marketing budget. The organizations made over $500 million in annual revenue and industries included finance, high tech, media, retail, manufacturing, transportation and hospitality.
Find a happy medium
If Google's initiative takes off, there may be push-and-pull between companies wishing to be seen and consumers wanting to ignore advertisements. Businesses may be able to continue to produce desirable results in regard to marketing if they look to non-digital mediums to supplement.
Perhaps integrating print and digital platforms will be the future of advertising. There aren't any options that allow a person to block out a billboard or other form of print advertising. Additionally, people don't seem to be as annoyed by print advertisements as they are increasingly becoming aggravated by digital ones.
MPA research found that 71 percent of readers indicated that digital ads were annoying. Overall, the source explained that rather than positively embracing digital content, it could be better described as a "tolerance."
Businesses that want to avoid having their advertisements blocked out should continue to leverage print products. Business cards and catalogs are a great commodity and unobtrusive way to reach an audience. People who want to get rid of an ad in a magazine or newspaper have to actually rip it out and toss it in the trash – the company's product still gets acknowledgement and attention, even if it's negative. Integrating digital and print efforts could be a surefire way to reach more clients, especially ones who ignore digital ads.