Digital Advertisements: Intrusive or Intuitive?

effect of digital ads on customer experience

Choozle’s Consumer User Experience Survey found that 34% of users reported having ‘negative’ feelings toward online digital advertising!

Digital advertisements are becoming more intrusive and pervasive with each passing day. Although they support businesses and content creators to hit their bottom lines,  the number of annoying ads far exceed the interesting ones in today’s marketing world. An ad that interrupts a user while making a decision or consuming online content, gains a bad reputation. It kills the impression even before it is built. No wonder, Google announced the addition of an ad blocker to its internet browser, which is a blow for many marketers.

That doesn’t mean that all digital advertisements are failures! Some of them really do a great job in grabbing the users’ attention with their relevance and apt emotional appeal. 83% of people agree that not all ads are bad as they want to filter out just the “really obnoxious” ones. It is crucial for marketers to understand the real nature of digital advertisements. They need to make digital ads more value driven and intriguing rather than using them to just drive messages that consumers are least interested in receiving.

Reviewing the nature of Digital Advertising

Choozle, a growing digital marketing, and advertising platform, recently conducted a survey on how consumers/users react and respond to digital ads. 270 consumers were surveyed in order to gauge public sentiment and explore the user experience related to online and mobile ads. 688 people volunteered for the survey but some were disqualified for either not owning a smartphone or using an ad blocker. Most of those that were eligible to complete the full survey, expressed a common dislike for both online and mobile ads – mobile more so over online. 41% of surveyed users reported that they rarely trust the ads they see, and 54% of users believed that less than half the shown ads are accurate.

This shows that most consumers are indifferent towards digital advertisements due to the lack of effective practices. Some of the insights are mentioned below:

• 34% of users reported having ‘negative’ feelings toward online digital advertising
• 50% reported having ‘negative’ sentiment towards mobile ads
• 81% of users would prefer ads to be shown on their computer than their smartphone

Another annoying aspect is that an ad pops up out of nowhere and blocks the entire mobile page that was being read. Now, the top three reasons people dislike online ads were:

• 28% of respondents said they slow down the web page
• 26% of them claimed that the same ad is shown multiple times regardless of the user’s interest
• 22% of those who are surveyed said they take up too much space on the web page
• 78% of users said they do not know what programmatic advertising was.
• Out of those who claimed to know what programmatic advertising was, only 17% could answer correctly.

One silver lining was that the consumers have reported to like certain digital advertisements that they were interested in due to their relevance. This shows the way to enhance the nature of digital ads bearing in mind their effectiveness and on moment marketing approach along with better industry practices.

Expert Speak

In the meantime, we caught up with Andrew Fischer, CEO at Choozle for some valuable insights about this survey.

1. What did Choozle learn from this survey that it didn’t already know?

Answer: The Consumer User Experience Survey conducted by Choozle was a realization of how digital ads make an impact on the consumer’s behaviors and attitudes towards the brand and the advertising strategies implemented by marketers and advertisers. Specifically, we realized how different formats/sizes of ads would have such an effect on overall engagement as it relates to device types.

2. Is the practice of ad-blocking on mobile apps not going out of style soon?

Answer: In the near term, we probably won’t see a change in user tendency of blocking mobile ads. However, as gathered from the survey results, marketers and mobile app developers should acknowledge user experience and design of ad placements to help reduce the number of accidental clicks.

3. How does Choozle help its customers achieve better ad targeting?

Answer: Choozle understands that no marketing or advertising campaign is the same. While there might be similar KPIs within an industry, there is not a one-size-fits-all targeting solution. This is why we provide a wide variety of targeting options, like behavioral, contextual, retargeting, IP address, CRM, and more to ultimately achieve better ad performance based on the campaign’s goals.

We’re at a place where ad-blockers have become a necessary measure to fix current customer experience issues but if this phenomenon continues it will increase the cost of connecting with the consumers regularly. It is imperative to reinforce the nature and content of digital ads to accelerate their positive impact on buyer decision journey. Measuring the effectiveness of the campaign depends heavily on how the consumers are reacting to the same in real time, and analyzing their experience will only open new roads of enhancements in digital advertising.

Read the full report at http://blog.choozle.com/consumer-user-experience-survey-results/

 

Also Read: Sitecore and Azure enables digital marketers to accelerate the effectivity of contextual marketing

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