Advertising has always been a challenging area. However, the impression we have is that years ago it was something less complicated: an ad in a newspaper, a picture of a new watch model between an article and another in a magazine, a billboard on the corner and advertisements while watching a movie on TV.
Today we can continue to do all this, after all, we know that traditional advertising is still alive. The difference is that we can now add different means of advertising such as an advertisement on YouTube, a banner on a website, or a paid ad on social networks. Although marketing has gone through a lot of changes, one thing remains exactly the same: messages are everywhere.
But something has changed
That’s right, something has changed! A critical component of this equation has changed the game and it is precisely the person you want to attract to your business. We’re talking about your potential client. And what is the role of your customer/consumer in all this?
Simply put, your consumer has the power to completely ignore your ad on YouTube or podcasts after a few seconds, or even to place an ad blocker to block those banners that “pollute” websites and can slow them down.
The whole problem is that many ad blockers also affect companies’ websites in unexpected ways. For example, if the site has any development failure, ad blockers can prevent non-promotional elements from loading.
So, what to do?
First, let’s get to the facts
A survey conducted by Visual Objects found that:
- Almost two-thirds of respondents (64%) only block ads on desktop, which increases opportunities for mobile advertising.
- Most people with ad blockers enabled (65%) have used them for at least 1 year, indicating the technology is here to stay.
- More than half of people with ad blockers (56%) are unlikely to click on ads in general.
- Over half of respondents (51%) are most frustrated by video ads that interrupt streaming.
- Nearly half of people (47%) block ads because they interrupt browsing activity.
- Almost one-third of respondents (28%) use an ad blocker on a mobile device, and only 8% block ads on both mobile and desktop.
Among the reasons people install plug-ins from blockers are:
- Limit interruptions (47%)
- Increase control over browsing experience (22%)
- Eliminate unuseful or irrelevant ads (18%)
- Want to have more control over browsing experience (22%)
- Feel uncomfortable with ads that show products from users’ browsing history (12%).
The same article explains that companies need to be aware of ad blockers and code their sites so that what needs to be displayed doesn’t trigger the ad blocker. In other words, to ensure that an ad blocker doesn’t disrupt your site’s experience, the tip is to work with companies and web developers who really understand the subject.
And when we talk about ads in general, there is also the question:
How to make ads more attractive?
You probably also don’t like pop-ups jumping on your screen and banners flashing some kind of special sale or discount. Unless it’s a half-time commercial in the Super Bowl, it’s likely that you don’t like tv commercials either (and I’m sure you wouldn’t be happy if Netflix started to have commercials in the middle of its movies or series).
So if ads aren’t exactly your thing, what can your business do to attract your customer’s attention? There are several answers, but here we want to focus on one: marketing experience (also known as engagement marketing).
As the name suggests, the goal of experiential marketing is to create an experience between the brand and its consumers. For many experts, the strategy used is the answer for brands seeking more involvement with their audience.
As a rule, for engagement marketing, when a company delivers a memorable, positive, or even exceptional experience to its consumers, it increases the likelihood that the consumer will share your content within their circle of friends (and family). And, as you already know, the famous word of mouth has much more acceptance compared to any traditional advertising.
Experience Marketing in ads, is it possible?
Social networks are part of our daily life and it is a well-known fact that well-made ads generate an increase in revenue. Social ads, therefore, deserve our attention. But how do you bring the element of “experience” to an ad?
Well, engagement marketing works with some pillars, one of which is perception. In this case, the question is: which senses the experience wants to entice? For example, your company can make an ad with a carousel of photorealistic images like these from Docol:
Or, who knows, make a social media ad with a short but attractive video for a product launch. As a CTA, the consumer can start watching the ad on a social network and finish watching it on a landing page for example.
To make your videos stand out, you can rely on 3D renderings! That’s what Motorola did as a launch strategy for one of its lines:
Also, did you know that it’s possible to publish Augmented Reality ads in your Instagram and Facebook feed? The first brand to test the strategy was Michael Kors. In the initiative, people could try on their glasses using AR. In fact, Augmented Reality is gaining more and more strength in experience marketing.
Connecting the dots
We started this article by talking about ad blockers because we know how much companies invest in ads and how much strategy – when well planned and executed especially on social media and Google – really brings positive returns. But if there’s one thing that’s very clear these days, it’s that consumers don’t want to waste their time.
Engagement marketing has a lot to add to advertisement strategies because it comes from the premise that it needs to provide different consumer experiences. And for those who think the strategy has more to do with B2C companies, we can ensure you that it can be greatly exploited by the B2B market as well. If you want to understand a little better, we recommend reading this article on how to improve your consumers’ experience.
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‘Till next time.