Why most digital ads still fail to work?
By Tashmeet Kaur, Business Development Manager, Innity
Digital Advertising is now a vital element of a thriving marketing strategy in terms of responsiveness, versatility and capability of building brand awareness thus driving response and purchase behaviour. Advertisers are shifting their budgets towards the online world for various purposes. This follows the marketing logic which is one has to go where the eyeballs are; where the customers are.
However on many occasions, digital ads still fail to work. “Why so?” one may question. In my opinion, the imperative reason lies with the creative utilized. Research has demonstrated that the eye is drawn to sharp, clear and colorful pictures; yet digital advertisers offer muted, abstract ads. Digital advertisers should consider the use of photographs employing strong primary colors that may entice one’s eyes (Sawyer 2010).
The next crucial reason for failure could lie in intrusive advertising. Pop-ups, floating ads, over the page (OTP) ads benefit advertisers with a good click through rate and high brand exposure. Example: When an OTP element is incorporated, the user cannot help but notice the ad. However, this certainly annoys users and grating potential consumers is not ideal for a brand.
In essence, every failure is an opportunity to become a better internet marketer. An attempt at failure indicates methods that may be further improved. Thus do not fret, as a vain attempt lays groundwork for one’s next success.
Sawyer, W P, ‘Why Most Digital Ads Still Fail To Work, viewed 30th December 2010, < http://adage.com/digitalnext/post?article_id=141751>