Advertising with No Hope of ROI
With the Digital front spearing ahead, people now clearly see its many pervasiveness be it the availability of resources to make informed decisions to staying connected with each other the world and its news. We are no longer are subjected to the ambiguity that plagued past generations in fact we live in the prime dominion Age of the Internet.
With the Internet boom we have observed the changing landscape of the ad and media strategists everywhere. Traditional methods of comprehensive advertising are quickly becoming archaic and obsolete. New age advertising is powerful and high yielding, with algorithms built to map the user’s predilection and display the ads accordingly thereby almost always showing ads across various web-pages of the highest relevance.
Although this system too is becoming obsolete, almost 22% users from a research study citied that last ad they saw was so irrelevant that it annoyed them. In addition to the bad business practice of agitating customers, the money spent on those ads was ineffective in terms of ROI. And as we already know, those wasted dollars amount to millions.
Recent research studies have found that users tend to disregard the ad based content while going through a webpage a phenomenon referred as Banner Blindness. In this situation most internet users are so used to the conventional ad placements that their brain automatically tunes up to completely ignore this repeated irrelevant content.
Almost 60% of the surveyed audience said they don’t find traditional ad units relevant; however, when presented with an ad for a brand that was lesser known but related to the page content, 82 percent more respondents recalled that relevant ad.
In-stream advertising, or advertising delivered within an ongoing content feed, is an exponentially effective approach to improving ad relevance. In-stream advertising succeeds in the task of being both unpretentious, as it is designed to present its self as part of the organic flow on content, and engaging, as it is also designed to be both relevant to the user and the content of the page.
So how do we achieve this? First and foremost, it is imperative that broadcasters and advertisers shift their focus from their own message to the user experience; creating positive and humble, yet useful experiences for the user while presenting their messages. Additionally, mixing up both placement and format of ads will attract more attention and be more likely to engage the user surpassing the traditional conformity of ad placement thus far.
- Finally, relevance is key.
- Ads must be relevant to both the user and the content of the page.
- Layering contextual data on top of behavioral and demographic data helps ensure that ads are not only reaching the right consumers, but also reaching them at the time when they will be most receptive to the message.
The banner blindness pandemic is a severe threat to the display industry; a modern problem that needs to be dealt with using modern methods. It’s not about making ads prettier or flashier; it’s about making them smarter.