2/24/10
As we seek to increase the effectiveness of online advertising, research has shown that the biggest single reason for a lack of response is the fact that the ads that are being served are not relevant to the viewer.
While companies are activity seek ways to alleviate this problem by tailoring ads to consumer preferences, privacy issues are a concern, and positive results have not yet been achieved.
Now along comes a simple solution – let consumers choose.
A newly completed Publicis study shows that when consumers are given the opportunity to select the ad they want to see from several different categories, 68% are able to recall what brand was advertised, versus 14% for a standard pre-roll. (Mandese, 2010)
They don’t say how many went on to buy the item. But, the first step in the process is recalling the ad, so this does represent a step in the right direction.
So, what do you think? If you can pick the ad that you see, will you be more likely to act upon it?
Mandese, J. (2010, February 23). Pool Makes Splash At IAB: Reveals User-Selected Ads Five Times More Effective Than Pre-Roll. Mediapost.com. Retrieved February 24, 2020, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122947&nid=111435
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5 comments:
I would prefer no ads, but if they have to exist, choosing is the best answer. If the ads catered to each individuals interests (and publicized sales/discounts) I think they would certainly be more effective.
Since we are inundated with ads as it is, i think it will make a world of a difference that we are offered the opportunity to choose what type of ads we would like to see. First of all it wouldn't be as annoying if we were shown products/services that are of interest to us and if i have the choice of selecting ads that benefit me, such as hearing about a new item or receiving a coupon, i would be grateful for the info and therefore, more likely to spend my money.
Ryan took the words right out of my mouth... I would honestly prefer no ads, but I understand that some people are more likely to go to websites or become aware of offers from seeing the ads, thus making them necessary. I would much rather choose ads that are specific to my interests, though. When they are randomly picked for me, I tend to ignore them altogether, and probably miss the 1 in however many that I would actually be interested in.
When I am viewing a website now, I do not ever notice any of the advertisements. I mentally block them out. If they were geared more toward my interests, then I might. I'm not sure even then I would click on the link for fear of receiving more spam. If they could figure out a way to catch my eye (peripheral vision) without being annoying (such as interrupting a video I am trying to watch) and assure me that I won't be bombarded with spam, then I would be more apt to check out the ad.
I am always looking into ads that pop up that interest me. More or less I will search for ads on the web that interest me so I can look into buying something or receive something in my email that will keep me up to date with what is new and upcoming. If I could pick out ads like sitting in a waiting room and picking out which magazine to look at that would increase my chances of buying a product.
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