Whether it’s watching bedtime stories on YouTube or listening to our favorite podcast on the way to work, the importance of the internet and smart devices in our lives simply cannot be ignored.
The average person spends approximately 7 hours online, on their desktop and smartphones. This means brands now have more opportunities than ever to connect with their audience.
As a result, brands have invested in creating a strong online presence. From social media ads to search engine ads, every year brands’ digital ad spend grows exponentially. They spent more than $450 million in digital ads in 2021 alone.
But with the increasing use of the internet, some brands are also seeing an increase in their users’ negative emotions towards digital advertisements.
Looking for an American market research and analysis company”Poll and double Harris” checked in early 2020, pointed out that 90% of consumers find digital ads intrusive.
The basic idea behind most digital advertisements is to show users ads of things they have searched for on the internet or on e-commerce sites, to entice them to buy the same soon. But modern internet users mostly view digital advertisements as an annoyance due to their irrelevance and intrusive nature which can spoil people’s web experience.
There are many types of digital advertisements that annoy users in different ways.
Users have two main problems: they either find that digital ads interrupt their online activity or invade their privacy. According to a HubSpot Survey58% of respondents said ads that spoil their web experience are the most annoying, while 31% said ads based on past searches are the most intrusive.
To dodge these ads, people are now using ad blockers and signing up for premium membership on streaming platforms.
Three in four people avoid digital ads, while 47% have changed their media habits to see fewer ads, said a study by Edelman Trust.
Why do Internet users avoid advertisements?
– Advertising fatigue – An average Internet user is overwhelmed by more than 10,000 ads per day. We’ve gotten so used to seeing them that some types (like banner ads, display ads on websites) fade into the background without even being noticed. Other ads like pop-ups and video ads are not so subtle and annoy us.
– Consumer-centric evolution – In the pre-internet era, people had little to no choice in skipping brand messages. But now there are ad blockers, ad skipping options, and options to opt out of seeing ads as well. Social media has also given consumers a platform to raise their voices and hold brands accountable for the values they propagate or the products they sell.
– Growing privacy concerns – Today, most advertisements are personalized using demographics and other psychographic and interest-based indicators based on users’ online or offline activities. An extreme example that is very common today is users receiving an advertisement about something they are talking about with an acquaintance in the physical world. Probably picked up by the microphone of their mobile handset. Obviously, this is very invasive and scary because advertisers track everything users do or intend to do in their lives.
What are consumers looking for?
Gone are the days when only a good product sold. Consumers want brands to leave the pedestal of a single entity and be more human.
– Human marks
Consumers want brands to embrace certain values to which they are linked, a unique voice, opinions and social responsibilities.
Many brands do an incredible job of conveying reciprocal values to their consumers.
Let’s talk about Dunzo, the delivery app. Dunzo is a fun brand with its nostalgic creatives but also stands up for the delivery people who work day and night to make the business a success.
Brands are using social media platforms as a way to make their voices heard.
– Be entertained (The 2022 solution we promised)
Entertaining and engaging your audience with content is the way marketers will go in 2022 and beyond.
In today’s landscape, anything of value online needs to be presented as entertaining content to grab consumers’ attention.
– Videos, reels and more
Brands have their own YouTube channels and even media houses to ensure they engage their users with content.
Netflix, the popular OTT platform, has its own YouTube channel with over 16 million subscribers. And the brand has made some amazing collaboration videos with influencers and celebrities their audiences love.
– Conversational Media Marketing
Some brands have become more creative and used conversational media marketing, a marketing technology that can engage brands in the billions of online conversations using conversational media formats like emojis, stickers and GIFs.
Let’s talk about ITC Bingo’s conversational media marketing campaign, done in conjunction with AI Bobble.
With the help of relevant conversational media content and hyper contextual targeting, ITC Bingo’s campaign garnered over 48 million views and 1.3 million shares.
The biggest advantage of CMM (conversational media marketing) is its shareability. These small pieces of content enjoy cross-platform availability with Bobble AI’s keyboard apps.
Entertaining and shareable content makes users your brand ambassadors.
Think like a user. When was the last time you shared an ad with a friend? Now think about the last time you shared GIFs, emojis, YouTube videos, reels, etc.
Digital ads annoy your audience and in the sea of so many brands, your users are most likely to miss the ads. Even if you try to reach them with custom targeting settings, your ads are likely to be rejected.
As a brand, you can either ruin users’ web experience with intrusive and disruptive ads or enhance it with shareable entertaining content. Or maybe you can strike a sweet balance between the two. Either way, changing user emotions require a change in your marketing strategy. So start experimenting!!