America is going blind at an alarming rate and something needs to change! The number of people who don't see and ignore digital advertising is a problem for marketers in this digital age.
A survey I saw earlier this month stated that 80% of Americans ignore the digital ads to which they are exposed. That rate is more than double the rates of traditional media like TV (37%), radio (36%) and newspapers (35%). The best target for marketers are also the most affected. The more money you make, the more likely you ignore digital ads.
I first saw the study on Mobile Marketing Watch a few days ago. You can read about the entire study by visiting: http://www.mobilemarketingwatch.com/digital-ads-what-digital-ads-39346/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+MobileMarketingWatch+%28Mob
I believe some of this blindness is a result of the shear amount of digital ads people are exposed. From pop unders, display ads, Google text ads, social media ads, video pre-roll to whatever else I've missed, the amount of exposure to a typical online viewer is large thus the opportunity to ignore large numbers is understandable.
The controllable portion of this increase in advertising blindness is content and design. A poorly designed web ad, just like a poorly designed print ad yields lower results. While most marketers have gone away from the neon light flashing on a webpage approach, there are still a ton of bad ads in today's marketplace.
The basics still apply: powerful copy and artwork to get a viewers attention, a strong call to action and uncluttered space are just some of the basics.
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