eMarketer released the results for Synovate’s “IN:FACT global study on media and advertising”. It revealed that 39% of consumers feel there are too many ads on the Internet and they would avoid intrusive ads and pop-ups.
Does that mean that behavioral targeting is no longer a worthy investment?
Hell, no!
The trick for marketers is to make ads attractive to consumers, so much so that they would discuss and share them with friends. But how?
Here are 3 tips to creating successful online ads:
1. No pop-ups and roll out ads
Just in case some people are in doubt, we are not supposed to be annoying. Don’t piss off your target audience by bugging them with your pop-ups that cover half the screen (“great” experience with Yahoo).
2. Be consistent with your image
This goes the same for all marketing efforts. Being consistent with your image strengthens your branding. Don’t dilute your brand because it distinguishes you from competitors and help consumers identify with you. Being inconsistent confuses your target audience.
How to be consistent? Use icons and colors that symbolize your brand, and select words that would help consumers create the right associations.
The Singapore Zoo depends a lot on its Orangutans for promotion. Everyone who knows the zoo knows them. So it’s no surprise that they are not left out in its ad on Facebook.
Yes, it’s a monkey again. MailChimp’s brand “mascot” is very well known in the online world. One look and you know it’s MailChimp. This is the exact ad it used, nothing more. Brand your ad!
3. Keep it short but striking
With consumers’ eyes wondering everywhere around the web page and the presence of so many other ads, it is very hard to stand out. Use big catchy words, striking colors and images to steal their attention.
Picture quality
If you are using pictures in your ad, make sure they are sharp. Poor quality pictures signal poor quality products.
Less is more
The less words the better. Make them big and catchy to grab attention. Too many words turn your audience off and are proven to be less striking. What’s the point of so many words when no one reads them anyway?
The 2 ads below illustrate both points. Keep them in mind to make your ad an attention grabber among other ads.
