Digital Tech

Intrusive or Insightful? Navigating the Landscape of Online Advertisement Strategies

Intrusive or Insightful? Navigating the Landscape of Online Advertisement Strategies

In today’s market overflown with products for every taste and wallet, winning the buyer’s attention is an extra credit task. While marketers resort to various ways to catch the viewers’ attention, from the clients’ side, such techniques look intrusive and thus, repulsive.

The study conducted among 1000 active online shoppers has shown that 95% of customers are interfered with by online ads when shopping; 79% of the participants feel their personal digital space is not respected; and 92% state that marketing methods become more and more interrupting.

However, winning a customer can also go more ethically like choosing an appropriate pop up ad template or providing valuable information that enriches the audience. Let’s discover the differences in online advertisement strategies that can annoy and encourage the client.

What Ads Do Irritate Users?

There is no need to go far to track the behavior of people shopping online and being spammed with notifications and offers. You can just remember the last time you were browsing online platforms. Instead of buying what you wished for, you ended up with a whole basket of things that were added by the influence of ads. Doesn’t it annoy you? Let’s see what types of ads specifically turn customers away.

Autoplaying Video Ads

Most Internet users have experienced the situation when the roaring sounds happen out of nowhere when opening the link. While they are flipping between tabs looking for what caused it, even their neighbors become aware of your brand’s existence.

While an auto-playing ad will leave a strong memory connection, it will not play in your favor as a marketer. People are more likely just to close the entire website than they are to find the audio switch and still give you a try.

Whole-Page-Covering Ads

Another way to annoy the user is to cover the whole monitor with your offer. This experience significantly disrupts the attention. Usually, such ads are not easy to get away from — the close button appears to be very little or even not clickable.

Ads that cover the whole page force users to interact with them, otherwise, they won’t see the main content. And that doesn’t build the best reputation of your company.

Irrelevant Ads

Even the most professional-looking website is ruined in the eyes of users if they see unrelated ads like a remedy for menopause or the recipe for the elixir of youth popping up. Modern users are more demanding and well-informed. So if the website uses such types of ads, they quickly make a verdict — this is not a serious business.

What Ads Do People Like?

When crafting advertisements, it is important to take users’ preferences into account on top of business needs. The findings from research conducted by Social4Retail have shown that:

  1. People love to laugh and enjoy interacting with ads that are funny and humorous.
  2. Consumers like the advertisement from the companies they trust so the first thing before building marketing campaigns is to show yourself as a trusted service.
  3. Users don’t enjoy ads that teach nothing about the product or a company. They also dislike when the advertisement is not related to the topic.
  4. Women would prefer to see advertisements on fashion and travel while men tend to enjoy offers in sports and technology.

So, before creating insightful ads, marketers should research their target audience: what they like, what they want to buy, and what their pains are.

Techniques to Make the Ads Insightful

How not to lose reputation when building online marketing campaigns? These approaches can help you provide more value for the customers through advertisement. Spoiler: even the pop-up ads can boost the users’ engagement.

  • Align your brand’s message with the advertisement. Whether it is a post on Instagram or a pop-up ad on YouTube, it is a part of your company’s vision. However, the majority of marketers neglect to make an ad copy align with the brand’s message. For a better digital presence and brand awareness, it is crucial to follow a consistent tone of voice.
  • Back up your ad with credible sources. It is not enough to create a visually appealing image to impress the customers. People love to hear real facts and numbers. So every time you promote yourself, you can include statistical and numerical data to prove why they have to choose you over competitors.
  • Think about timing. Your ad might bring a valuable message, but if sent at the wrong time, the whole marketing strategy is built in vain. For example, on Mondays, people decide over big things; on Thursdays and Fridays, shoppers with clear budget understanding and limits make purchases; on weekends, users are more likely to read long articles or watch videos.
  • Consider personalization. The research indicates that 71% of customers would like to see ads specifically tailored to their needs. For instance, if a person has already bought a purse, why show this item as an offer again? You had better show something that matches their purchase.
  • Use the bandwagon effect. We all want to be a part of something and to stay in the community. That is why the feeling of being left out scares us. But marketers can use it on the contrary and use social proof to persuade clients to join them. When we hear someone enjoying a product or a service, we are more likely to turn our attention to it.

Final Words

Building a marketing campaign is equal to creating a masterpiece: one wrong step and your whole reputation can be in danger. Nowadays, consumers are more conscious and well-informed about shopping online. So if you want to grab their attention, you have to provide value in your advertisement.

An example of an insightful advertisement is one that aligns with the brand’s message, is backed up with facts and numbers, is sent at the appropriate time, is personalized, and contains social proof. So even pop-up notifications that people usually find annoying can be valuable if crafted right.

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