Creating Engaging Ad Formats for the Modern Consumer

Marketing is not about the stuff you create, but the stories you tell. -Seth Godin

It has been decades since the marketing quote was gifted by the OG of marketing, but it holds true even today. No user likes to interact with a boring ad or ads that keep intruding on their private spaces. All one needs is to connect with the brand through emotional and heartfelt stories. And one thing that helps marketers cater to the demands of consumers is through interactive ad formats.

If someone asks us about the best ad format, we would say there aren’t any. Similar to marketing, ad formats have also been evolving depending on the changing behavior of consumers. Many disruptors come along and change the advertising game. All we need to do is stay on top of these changes and trends to grow and succeed.

As we move forward in 2024, it is essential to understand how to create ad formats and learn about the top ad formats loved by your audience.

The better your ad format is, the closer you will remain to your audience. Let’s discuss more about it.

Types of Ad Formats Digital Users Prefer

Ad formats work according to the preferences of users. For example, tech ads would work for men, whereas fashion ads would grab the attention of women. Check how different types of ad formats work for users.

Facebook Ads and Instagram Ads

More than 50% of users prefer Facebook and Instagram ads. These ads appear in users newsfeeds, and advertisers can target and re-target the ads based on the demographics, such as gender, location, interests, and behavior of the users.

It works for technology or consumer companies that are chasing a highly defined set of users. Other forms of advertising also offer such a level of targeting, but ads on Facebook and Instagram are less intrusive as they blend well with the usual feed structure of the user.

Social Pilot has found out that 2.11 billion individuals are reachable through Facebook ads.

Marketing Technology News: MarTech Interview with Chris Koehler, CMO @ Twilio

Gender Preferences

Creating a deep understanding of your target audience will save you time and help you target your ads better. Many surveys have shown that men are more interested in watching sports and tech ads, whereas women are more drawn to fashion, travel, beauty, and other lifestyle ads.

When brands have such deep customer insights, they can create targeted campaigns and receive higher engagement rates.

Everyone likes a funny ad.

Pun intended! Advertisers do not just say this; they believe in it and come up with funny ads that strike the right chords with their audience. A prominent example of such ads is Old Spice, which received loud laughs and applause from users. The brand was successful in poking fun at hyper-masculinity.

With these ads, advertisers should remember to provide content with context. Ads that are just funny but have no meaning behind them will not work. Users prefer to see such ads from brands they already know and trust. Some other factors that drive the likeability of ads are the need for the product and how useful the information is.

Ad formats effectively drive audience engagement.

By following the right ad format, advertisers can stand their ads out from the rest. With digital advertising, the key is to come up with ad formats that resonate with the target audience.

So, what ad formats should you pick? The following information might help:.

Video Ads

Compared to simple and static ads, video ads are found to be very effective and engaging for the audience. According to a study by HubSpot, video ads enjoy a 56% higher click rate than other ad formats. By banking on the power of sound, sight, and motion, video ads can convey your message more effectively.

Interactive Ads

Next on our list are interactive ads. These ads are designed to allow users to engage with the brand in a more meaningful way. Some of the top-performing interactive ads are polls, quizzes, and games.

Native Ads

Native ads are those that blend with their surroundings easily. You may find these ads labeled as “promoted” or “sponsored.” These ads are effective because they do not disrupt the user experience and are more engaging than other traditional ads.

Wrapping Up

Thorough research on ad formats and matching them with your audience preferences will channel your efforts positively. With the help of deep audience insights, you can create ads that are truly engaging and can drive positive engagement from your users.

Remember that your audience is more likely to interact with the ads that narrate a story and strike an emotional connection with them. We suggest you keep trying and testing various ad formats. Use A/B testing to see what ad formats work well for you.

Marketing Technology News: Marketing Qualified Lead Generation Strategies: Top Tips and MarTech That Helps