It’s estimated that in 2016 digital ad spend will surpass that of television. According to a recent PageFair and Adobe study, roughly 200 million people worldwide, and specifically 45 million people in the United States are using ad-blocking software. So what happens when suddenly millions of people cannot see the content you are producing? Well fear not, because this insight is an opportunity for creating better, more meaningful content. Below are four tips for developing better digital advertising.
Nearly 60 percent of consumers still trust ads in newspapers and magazines. And they actively enjoy seeking out well-executed content along the likes of Super Bowl commercials. So what is it about this content that makes users prefer it? It is something they can seek out on their own time and it is sleek. It doesn’t take over their web page when they click into a news story. And it doesn’t take them into the App store on their iPhone when they were scrolling through their Twitter newsfeed. Instead it is beautiful and engaging.
One of the biggest advantages of new video technology is out-stream ads. These nest within paragraphs of text and allow users to quickly swipe away if they aren’t interested in the content. They also have a much higher CPM than in-stream ads, which are intrusive to user experience. Perhaps the biggest opportunity lies in social media video advertising however. Users can create organic content for their followers to see, and it feels much more like a recommendation from a friend than a heavily branded message.
A digital ad is even less likely to get clicked on or will be seen as an annoyance if the consumer cannot escape from it. This is because take-over ads, pre-roll and pop-up content are so intrusive. Better the odds by having your content appear in places that are as relevant to the target as possible. The “X” is always appreciated.
Creating relevant content within applications is much more appealing to consumers. They want something that seamlessly fits within the platforms on which they are consuming information. User experience is very important today and if digital advertising impedes it in any way, it will be viewed negatively. Instead of investing in media that garners low CTR and an eye roll, marketers should look to spend on content that seems like it is naturally meant to be there and somehow compliments what the user was looking for in the first place.
So while it is strategic to have a digital presence, current digital advertising methods are far from “on strategy”. Brands should look for current areas of interest and strategize how they can naturally fit into the conversation. No one likes to listen to the loudmouth, but rather the opinions of their trusted friends. As soon as brands can find a way to play this role, is the moment that ad-blockers become an opportunity.
Alex is an advertising student at Loyola University of Chicago passionate about client services, graduating this May. She is currently serving as the Client Services Intern in the Chicago office for Collective Bias, and has previously interned with McGuffin Creative Group and BMO Harris Bank. She enjoys writing, dance, cooking and golf, and can be found looking for the next best thing to Instagram.