Unless you're still relying on skywriting as your primary advertising method, you've most likely heard that Apple's new iOS 9 operating system allows the downloading (and use) of ad-blocking apps from the App Store.
Android has quickly followed suit by allowing the most popular ad-blocking software into the Google Play store.
These applications allow users to block display ads and other intrusive media from their browsing experience, leaving a lot of marketers wondering whether their mobile efforts are now moot.
Thinking about what's at stake in your own mobile marketing campaigns? First, take a deep breath. Then, read these four tips.
1. Assess whether your mobile efforts are converting
Before throwing up your hands and wondering whether skywriting might actually be a good idea after all, take a look at your current mobile advertising conversion rates to understand how much of a threat ad-blocking could be to your marketing efforts. See how well your campaigns are performing, and calculate the average value of your mobile leads to determine how much you can experiment with other advertising techniques.
Note that the latest ad-blocking technology is available only for newer model iPhones and iPads that support iOS 9. So consumers who are still using older mobile devices (or those who don't have the storage capacity to upgrade) will not have access to these ad-blocking applications.
2. Make sure your reporting methods aren't affected