Consumer behavior culminated into an intolerable stance when ad blocks could be incorporated into web browsers. In actual sense, the consumers were not blocking ads but had something else in mind. This is what was happening – weaponized spyware masquerading as ads destroyed hardware systems, tracked their activity and stole private data. They were not ads per se but viruses which had to be blocked.
Imagine if that were to happen in the real world. Just as it did when we got wind of the fact that Visio TVs were collecting data and selling it to third parties. That wasn’t advertising. It was illegal. It was sick, and It had to be punished. Visions paid millions for damages and cut the crap. A consumer has a right to protect him/herself from intrusive spyware.
Here are the tips defined by Michael Brown, Semalt Customer Success Manager that’ll help to create responsible ad campaigns that would be well received.
Use creative signage
An ad that obscures an otherwise attractive view is a big no. Picture this: you are reading an interesting blog then something forces you to look at it. You’ll want to come up with something that people are attracted to. Picture this analogy: you have an exhibition stand at a conference. As it is, your booth is already visible. You don’t need to make it bigger so that it blocks the aisle. Instead, get a customized tent that attracts the eye.
Nonlinear marketing is less about getting the word out and more about weaving the brand into the life of the consumer. It’s the strategy Starbucks and Redbull practice. The conventional sales continuum begins with the awareness of a need and ends when a purchase is made. However, in the case for nonlinear marketing, brand preference comes first. It convinces your consumers to make the brand part of their lives. Some TV and radio stations are unconsumable because of the numerous ads they run. The same also applies to some websites.
You don’t have to be sneaky when it comes to native advertising. The fact that a sponsor is being mentioned in the message does not impugn the integrity of that content. If anything, it makes the content look credible. This way, the audience knows the boundary of the advertiser’s influence.
Here is the truth of the matter. All types of media are influenced by ads. If for example, a soap opera takes programming to the extent that sponsors don’t like, they just pull out taking their dollars with them. A broadcast news is paid for by advertisers. The ideal native advertising reduces the role of the marketer. It’s sandboxed into a small mention that doesn’t interrupt the flow of content, say a soap opera. It is better to watch your favorite movie characters sip a Coke or use a Nikon camera rather than stop the click and run a Nikon or coke ad.
In conclusion, integrating creative signage, nonlinear marketing, and native advertising are the secret to ads that your audience won’t be blocking. It’s that simple.