Skip to main content

Invisible Ads, Illusionary Marketing

Invisible ads are digital ads that people don't see or recall.
They can take many shapes or forms; Banners, pre-roll video ad, pop-up ads, and high-impact take over.
They share the same traits; Irrelevant, intrusive and indifferent.
When offering the chance, people opt for skipping the ads or blocking it all together. Ninety percent of individuals skip pre-roll ads appearing ahead of online video content and TV show.
When offering no choice, people view and forget about them. Sixty-eight percent of people recall less than five ads they’ve seen in the past week.
Invisible ads have a devastating power, Juniper Research estimated in a recent study that digital publishers stand to lose more than $27 billion by 2020.
They create illusionary marketing; Brands overestimating their advertising and ability to change behavior.
The problem is not that people hate ads, they just hate bad, intrusive and annoying ads.
We have been applying mass principles to digital. We do tv ads on pre-roll videos and print ads in banners that are disrespectful of the experience. Pop up ads are the worst.
We should instead bake ads into the experience. Contextual and personalized relevance creates a better experience.
- New Adlucent research found that consumers crave a personalized advertising experience and that 71% of respondents prefer ads tailored to interests and shopping habits.
- In an IPG study, consumers reported that their perception of a brand increased when served a contextually relevant ad. Consumers targeted at the contextual level were 83% more likely to recommend the product in the advertisement than those aimed at the audience or channel level.
- Plus, contextual ads can prime our audience's perception. Our surrounding environment largely dictates the perception of the world. Choosing when and where to run the ads is an important choice because of the prime effect. What people read or watch prior the ads can influence how people perceived the ads.
Making the invisible visible is less about ads, more about the experience. The more we can align context and content with the brand story, the more real is our marketing.

Comments

Popular posts from this blog

Adidas kills TV. Now, let’s debate

The News: Adidas is ditching TV for digital. The company is looking to boost its e-commerce revenues from $1.06 billion in 2016 to $4.25 billion by 2020 — and Adidas wants to use digital channels to get there. The Rationale: Fish where the fish are. Younger consumers don't watch TV anymore. They spend most of their time on their mobile devices. The Controversy: Why do they want to ditch a medium that is allegedly more "critical" to the brand and that generates more sales than digital? Here we have the Debate between TV and digital: Media Consumption TV: People are watching TV now more than ever.  Digital: People are consuming media more than ever, but mostly through digital devices. The Fact: In 2017, people are projected to spend 6 hours on digital – with the majority being mobile devices - while only spending 4 hours consuming television according to the eMarketer forecast. Younger viewers watch 2.5 times more internet video than TV. Consumers aged 13-24 watch 12.1 hours …

How Cool Brands Stay Hot: Aim for Love, Not Likes

Love is an unconditional emotion while like is a more watered-down version of love. Loving someone means that he or she means everything to you while liking someone implies that you are only happy being with that person. Love involves deeper, stronger emotions, while like is more of a tender feeling towards that special someone. In a world of infinite choices, love is everything. Like is a nice to have.  Today, we live in a world of abundance, where people intent to create content surpass their time to consume it. Video content is much easier and cheaper to produce than at any other time in history. YouTube sees 400 hours of video uploaded every minute. Facebook has more than 250,000 status updates in the same span. We could never read and see everything online.  With unlimited possibilities and limited time, we pay sustainable attention to what we love and divided attention to what we like. We spend hours watching Homeland and give our divided attention to our news feed on Facebook. …

Winter and Summer in Adland

It is winter in Adland.  We have moved from a world of scarcity to a world of abundance and algorithms.  We have lost the power of influence. Trust has been severely damaged.  Consumer attention is the new bottleneck. We no longer decide who sees us. Instead, we get picked.  30 second is not enough anymore. We need to take consumers through a scenic journey to create a long lasting relationship.  Everyone is a publisher. It is easier than ever to create, but harder than ever to make a hit.  The impulse to make has far outrun the desire to consume.  New forces have emerged in the form of sophisticated algorithms.  A new model has surfaced called "pay per play,” which scored everything we do on relevance to feeding the machine. It decides what gets picked, when, and where, based on extreme relevancy.  Mass media has vanished. Precision and personalization have emerged.  It is winter in Adland. The good days are all long gone.  It is Summer in Adland We now have the power to make bra…