As marketers sink more of their budgets into online advertising, consumers grow increasingly frustrated with it.

Ad-heavy pages cause slow load times and, in some cases, make getting to the content difficult for readers and social media users. Who wants to watch a two-minute pre-roll before watching a two-minute movie trailer? It's being served an ad before watching the ad you wanted to watch.

The more aggressive and intrusive the ads get, the more online users become desensitized, and ignore, skip, or even block ads.

Moreover, the use of ad-blocking software spiked 40% during Q2 2015, compared to the same time period in 2014, and 48% in the US, according to a report from Adobe and Pagefair. The estimated cost: more than $20 billion in lost revenue.

For advertisers, it's a huge waste of time and money to expand their budgets only to have their ads skipped or blocked, and never seen. And with the announcement of AdBlocker for both iOS and Android devices, ad-blocking is going mobile. The increased use of ad-blocking software has sparked a debate about the future of digital content and marketing.

Here's the thing... Online consumers aren't opposed to seeing and receiving brand messages; they just want to interact with those messages on their own terms. And as Internet users are looking for ways to muffle the noise, brands are discovering influencer marketing as an effective way to reach their target audiences.

What influencer marketing offers

Influencer marketing works as a sort of antidote against ad-blocking software. Digital audiences can block and skip ads, but they can't block content from people they follow on social media.

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ABOUT THE AUTHOR
image of Eric Dahan

Eric Dahan is CEO of InstaBrand, which brings brands together with influential content creators.

LinkedIn: Eric Dahan