A 2019 Edelman study found that three out of four consumers avoid advertising. In fact, 47% said they had changed their media habits to see fewer ads while others used ad blockers to block them completely.
The reasons are different.
Personally, I hate repetitive ads. For about a month in a row, every time I watch a video on YouTube, I see the same ad and it gets more annoying every time. Mainly because I am not interested in the brand or its services. But the relentless nature of advertising has left me with a negative relationship with the company.
So how can brands deliver ads to that audience want look? To know that, let’s first see what they definitely don’t like.
The most annoying ad types
We surveyed 302 people and asked them about the advertisements they were most annoying with.
When we asked the random survey team, “What is the most annoying type of digital ad?”, 58% of respondents said that pop-up ads negatively impact user experience.
While advertising may be inevitable for brands based on their goals, there are ways to produce ads that don’t disturb your audience. Below, we dive into the two most annoying ad types and explain how marketers and advertisers can navigate.
When you think about it, the result isn’t too shocking. We’ve all been through it. You visit a website, and before you can scroll, you’ll encounter a large pop-up ad that takes up the entire screen. You close it, then you will see another pop-up at the bottom of the screen, making it more difficult to navigate the site.
At this stage, many spectators just gave up.
This is an issue that affects both publishers and advertisers. The more visitors a publisher has, the higher the rate they’ll charge for their inventory. However, if a website is known to have non-stop pop-up ads (looking right at you, the recipe website), the visitor may be reluctant to visit that website again. This can lead to lower traffic and ultimately less advertising revenue.
This also has an equally impact on advertisers who want users to convert on their ads. You know how they say journalists should never be stories? Well, ads will never get noticed because of their position instead of their content.
Let’s say your ads are displayed in ways that interfere with user experience. Worst of all, consumers will start to have a negative perception of your brand and at best, they are simply too distracted by the ad’s position or timing to care about the content. Either way, it is a win-lose situation.
Pre- or mid-video ads
When it comes to video advertising, things get tricky.
Our research shows that the second type of annoying ad is the ad that plays before or in a video or show. In additiona RevJet 2019 Research found that 100% of consumers would skip advertising whenever possible.
The solution here is not to stop video ad production entirely. It is to take advantage of the short amount of time you have to grab your audience’s attention and encourage them to engage with your video.
This could be by addressing their pain points or using emotional appeals. Determining what works best for your audience will require a lot of experimentation. It may take time to find the right recipe, but once you do, you can create videos with the confidence that your audience will be entertained.
Now that we know what upsets the consumer, let’s talk about what the consumer really wants to see.
What do consumers want from advertising?
Plan your ads with user experience in mind.
When deciding on the format, location, and timing of your ad, it’s important to consider user experience.
Use pop-up ads, they are inherently disruptive. In this case, you may want to display them when your users have demonstrated highly interactive behavior on the site. This could be spending X minutes on a page or visiting other pages on the site.
With this tactic, your users may be less likely to dismiss your ad because they were highly engaged with the page.
Find the right balance in ad frequency.
The RevJet study shows that more than 72% of consumers dislike brands with repeated messages in their ads.
While advertising frequency can help you achieve your goal, there are some points that stop it from delivering positive results.
A study on IQ Facebook in 2020 found that for branding campaigns, more impressions lead to better ad retrospective action and intent. After a certain number of impressions, however, the benefits will stabilize.
In 2019, Snapchat found That point is one to two commercials per week. However, this number can vary greatly depending on a number of factors.
The bottom line is that more is not always better in the hands of the user.
Don’t be too invasive.
It’s correct, Consumers love personalized advertising. But there’s one difference between personal and creepy, and it’s the balance every brand has to strike.
We surveyed 300 people and asked them which ads found the most invasive. The top answer is advertising based on their recent online searches.
The RevJet survey echoed these results, with 60% of consumers reporting they did not find retargeting ads helpful.
What consumers may like is contextual and demographic advertising, according to Innovation Research 2020. For example, seeing an ad for a blender when you’re searching for a recipe or viewing an ad for a store located in your area.
There are no hard and fast rules for defining what’s useful or too invasive. Test and see what works for your brand, then use that data to inform your future advertising strategy.
Keep it short and concise.
When it comes to video ads, most consumers aren’t willing to watch them for the rest.
A key finding in the RevJet study is that users are willing to give up on their videos if that means watching a long ad.
28% of consumers between the ages of 18 and 44 will unfollow if their ads exceed 10 seconds. That rate gradually increases as the video length increases.
That said, keep your ad short and to the point. If you choose a longer ad, have a strong opening that encourages your audience to keep watching.
It’s important to note that these tips provide insight into consumer perceptions and can get you on the right track. Only by experimenting, however, will you determine which strategy delivers the best results to achieve your marketing goals.