How online ads work and how to optimize them

Communication
March 9, 2022

The challenge of creating online ads is still real. Without the internet, the move was to be creative, study the public and place the advertising in a place where the greatest number of people, who were part of the target audience of a given brand, would see it. There were no delivery, reach and interaction metrics as we have today. In addition, we did not have the huge competition and the large amount of information that reaches consumers today through the world wide web.

But it is good to remember that, although it has changed, traditional advertising has not died. The difference is that it is possible to create an integrated and interactive campaign, which ranges from flyers, advertisements on television stations and print newspapers to social networks with state-of-the-art technological resources. Not to mention other means such as newsletters, inbound, customer journey, sales funnel, website, banners and dozens of other possible channels.

See the list of five reasons why your company should advertise on the networks in this link.

Empowering the audience

The biggest change, and certainly the one that most impacts the advertising world, is the fact that the consuming public can ignore the ad altogether. On YouTube, for example, skipping stories, blocking banners and even reporting them as spam.

The problem is that when the user blocks an ad, the site as a whole can be affected. If it has any minor development flaws, ad blockers can prevent non-promotional elements from loading.

A survey carried out by Visual Objects has discovered that:

  1. 64% of respondents block the ads on the desktop only, which increases opportunities in mobile advertising.
  2. 65% of people who use ad blockers have been doing so for more than a year, which leads to the conclusion that it is a behavior that has already become a habit.
  3. About 56% of those who responded and have ad blockers do not click on ads at all.
  4. 51% stated that frustration is greatest when ads are in videos and interrupt what they were watching.

Among the reasons why users install blockers, we have: limiting interruptions, increasing control over the browsing experience, eliminating useless or irrelevant ads and not being comfortable with products that show browsing history.


How to make ads more attractive

First, companies and website developers need to be aware of ad blockers and code their websites so that non-advertising content does not trigger the blocker.

The first experience that is necessary at this point is to remember that, before creating ads, we are also consumers. And most likely you also do not like pop-ups jumping on the screen and uninteresting banners displaying multiple ads on the same page. And unless it is a Maverick 360 advertisement (lol), we are also annoyed by ads that interrupt the videos. If Netflix starts showing advertising in the middle of movies or series, we would not be happy.

There are several ways to make advertising more attractive, but perhaps the most relevant is what we call “experience marketing” or “engagement marketing”. It is nothing more than trying to create a bond and an experience between the company and its consumers, seeking more involvement with the public.

To have engagement, a brand needs to deliver a memorable, positive, or exceptional experience, increasing the likelihood that people will share that content with their family and circle of friends. As we know, word of mouth has much more acceptance than any traditional advertising.

One of the strategies that have been used is to sharpen each consumer's sensory experience, which can be widely explored on social networks, and then it is worth using creativity: image carousel, attractive videos, CTAs to draw attention, landing pages, 3D renderings, QR Code interactions and even augmented reality!

More and more, the audience associates the brand not only with the message, service or product, but mainly with the experience that surrounds what is offered. And this trend tends to remain in society mainly because of the coronavirus pandemic, a moment that made the population rethink purchasing priorities and consumption habits.

Would you like to create unforgettable experiences for your brand's audience? Send a message to MAVERICK 360 on the website www.agenciamaverick.com.br or contact us:


AUTOR DO TEXTO:
Rick Garcia
Sócio-diretor | Publicitário
Em sua carreira atendeu empresas reconhecidas internacionalmente, destacando entre elas a RPC (afiliada Globo), Fundação Banco do Brasil, Claro, Oi, Cyrela, THÁ, Jandira Alimentos, Chef Vergé e Bem Me Quer.
VOCÊ TAMBÉM DEVERÁ GOSTAR DISSO

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