Proper strategy and content drives user engagement.
Last year in our post, Why Digital Advertising, we discussed the benefits of digital advertising and how it can help your business. In that post we highlighted digital advertising as the best way to reach the biggest audience and possibly garner the best ROI even on small budgets. Several studies have concluded that large percentages of Internet users find digital advertisements to be an inconvenience and this trend is driving the usage of things like ADBlocker. As advertisers, it’s our duty to figure out ways to counter user displeasure and provide an enticing alternative that users won’t disdainfully pass over.
Not all digital advertising is created equal, nor is it consumed the same. A study done by Teads Research concluded that nearly 40% of users said that ad relevance (if it’s a product or services they like) plays a pivotal role in whether they’d view an advertisement or not. This statistic is already shaping how we approach advertising digitally. Think about it, if you’re a customer who spends hours searching for shoes online and you’re being served up ads for camera lenses, you might not be so enticed to watch or click on those ads. If there were a clever pre-roll or banner ad offering discounts on certain shoe brands, the success rate of that ad would be exponentially greater than those for camera lenses or anything else that isn’t relevant to user behavior.
In addition to relevance, another inviting trait that consumers don’t mind is convenience. Most consumers have concluded that they don’t mind advertisements on sites they value. This means that brand loyalty plays a large role in how advertisements are perceived. Sites like YouTube and Facebook are rife with advertisements – yet most users don’t seem to mind. The average consumer doesn’t want their experience to be weighed down by advertisements, but rather have it organically integrated into their browsing experience.
Most consumers have concluded that they don’t mind advertisements on sites they value. This means that brand loyalty plays a large role in how advertisements are perceived.
Digital advertising can be as effective as you want it to be. Spending the time and money to better understand your audience and tailoring the way ads are served up to your target market make all the difference. Digital advertising can provide a comprehensive understanding of the specific market you’re targeting with analytical data that can depict patterns in behaviors.
And the target can get as refined as you want it to be. Maybe you want to target consumers who use mobile devices including tablets when they shop, or you want to target a specific type of car owner. Digital advertising can do that. Always consider who it is you’re targeting and how you’re doing it, that way your audience is being served up ads that are relevant to their browsing habits. You wouldn’t target homeowners with ads for condo rentals would you?
Digital advertising is much like any other form of advertising, sure, anyone can create ads and find cheap ways to get them produced, but without the proper strategy, research, development and implementation, it’s essentially a waste. There is a certain level of science to advertising; conducting research to understand how an audience’s behavior can go a long way into helping better understand exactly what to develop and how to serve that up. As digital advertising professionals, we at Focal Point can offer insight into how to best reach your target audience, even down to specific zip codes. We provide extensive research and strategy development that is uniquely fitted for any client or campaign that works on nearly any budget.
The right ad should always be in the right place, at the right time, and appeal to the right person.