Q: How do I advertise digitally without annoying people?
A: This is a great question! Especially in light of the fact that a recent survey done by ADWEEK of 3,200 internet users revealed that 62% said they are annoyed by banner ads and are considering using an Ad Blocker. (A service a user can purchase that blocks banner ads from being served during an internet session). At the same time, digital ads serve a tremendous amount of traffic to your website and help you to build brand awareness. So what to do, what to do? EASY…find innovative, yet subtle ways to get your message to the online user. Here are some suggestions:
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- MOBILE VIDEO ADS – Internet users are less annoyed when served mobile video ads that are relevant to what they’re viewing. For example, if a user is on YouTube viewing a do-it-yourself video about replacing a toilet, it is prime opportunity for a plumber to run a video ad enticing them to just call them and let the plumber do the dirty work. In this buying scenario, relevance is obvious and the user is not likely to click “SKIP AD”.
- NATIVE ADVERTISING – This is a subtle way to get your message to customers without looking like the obvious banner ad that pops up and distracts. With native advertising, your “ad” looks like content or an article and appears where the user is already searching the topic. It positions you as the expert and doesn’t present as bothersome. It’s a WIN-WIN. Many websites and apps provide native advertising opportunities. We offer a great native advertising position on herald-review.com that positions your “ad” with our top trending news stories.
- BEHAVIORAL TARGETING – Finally, the best way to not annoy an online user is to serve ads when it actually matches their interests. Digitally, we can track how people are behaving online in such a way that we can serve ads specifically to someone who has shown interest in a subject related to your offering. For example, a foot & ankle specialist can target ads to someone specifically searching the keywords “foot pain”. When search results direct them to an article on WebMD, they’ll be served your ad showing that you provide services that can lead them to relief. How could anyone be annoyed by that? Again, a win-win.
If I’ve piqued your interest…call me. There’s so much more we can do and I can promise you that no one will be annoyed with you when we put the ball in motion.