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

The Irrational Power of Nudge Brands

Nudge brands are brands built on interactions, not attitudes. They are mostly defined by experiences, not TV campaigns. They are designed around people's inconsistencies and errors, not for machines. They are simple, not complex. They like to break things into small chunks that are less daunting than big tasks. They focus on changing behavior, not generating awareness and interest. The Paris metro system card is a nudge brand. It is designed against human errors. You can use the card in any direction. IKEA is a nudge brand. It uses the power of personal investment. The more involved people are in creating something, the better they feel about the end product. Ryanair is a nudge brand. It chunks the whole purchase process. They lock you in with a low 'seat price' first to get a mental commitment. Then, they start to add the extra charges in bite-sized 'chunks.' Hare Krishna is a nudge brand. It is built on the reciprocity rule by giving away daisies. People should …

The Curse of Advertising Resources

With more platforms, more products and more content who are trying to reach a disengaged audience, it is becoming harder and harder for brands to stand out. Conventional practices are no longer working. People don't watch TV as much as they used to, so they don't see commercials.  They don't click on banner ads. They don't pay attention to billboards ads. And they don't trust brands' messages. Part of the problem is that we are too dependent on traditional ad resources, which limits the realm of our creativity. To thrive in this new environment, we, ironically, need the freedom of a tight brief: what can you do with no budget for mass media?  Or limited marketing communications dollars?  To make a comparison, traditional advertising is a lot like countries and economies that rely on oil. This reliance handicaps innovation. Countries with a vast amount of natural resources tend to have (1) less economic growth and (2) worse development rates than other countrie…

The Engineering of Digital Consent

Today, we build brands through social interactions. People opinions online shape our decisions on what brands should we buy or endorse. 90% of customers said that online reviews influence their buying decisions. Our challenge is that consumers don't pay attention and trust the message coming from brands. So, how do we affect the opinion of others in this environment? In marketing, we spend a lot of time and money creating advertising with the hope that it goes viral. However, most of the campaigns have little influence in today's consumers. Many campaigns have even the oppositive effect, with consumers sharing negative opinions or blocking advertising altogether. Changing behavior is hard. I don't think we have a silver bullet to influence people online, but we can learn best practices from behavioral science to increase our chances. Getting a little better in predicting behavior can make a big difference. Here are four behavioral principles that we should consider when c…