I was
looking for a topic for this week's blog, so I went to adage.com. I haven't visited in a while. In the interim, they redesigned their site.
It's
an interesting approach. The landing
page is fairly typical - with one ad in a box.
No banners. But if you scroll
down you get a series of squares with ads intermingled. I find the ads less intrusive in this
environment. And at the very least I am
looking at the visual and registering the brand name. I tend to tune the boxes out when they are
along the side.
The
ads were a mix. The first was for a
company I buy from regularly. The next
one was from a site I looked at, but didn't buy from. The last was for Cats -- been there done
that, showed no interest online. But I
do live in Manhattan.
You
can take a look at the design here...
This got
me wondering about your favorite website designs and how you think they are
impacting your decision-making when they serve you ads for other products. Are the ads integrated? Are they still using banners? What about pop-ups? Do you have a preferred
approach?
10 comments:
My favorite website is Refinery29 and I visit it nearly every day to keep up with current events and trends. One of my favorite things about the website is there are rarely ads, if ever. At this point, so many websites are flooded with ads that it is distracting to read and unpleasant to visit the page. If I see a pop up ad, I am immediately annoyed and close the window before I even read it. What I like about Refinery29 is that they link out to related content when appropriate within the article, which is much more likely that I am going to visit once I've read or seen pictures that promote the idea. Another website I frequent is The New Yorker and I am an annual subscriber to both the print and digital content. I notice that even when I login, there are banner ads to subscribe or to "try the New Yorker". If a site is going to use that space for ads, it should at least be targeted, especially once the user logs in. I notice that I see the ads more when they are integrated throughout the page versus on the side, but it is extremely rare that I've ever clicked on an ad.
I prefer banners to pop-ups ads. Pop-ups ads pay attention suddenly, but it interrupts me from watching websites and I haven never been motivated to buy something by pop-ads.But as for banner, I watch and go to the web site of banner occasionally, because these ads are hidden naturally and less emphasize than pop-up.And they motivate a little by a little. But some banner are putted in typical position. I remember these kinds of position and don't look at them.
So it's important for banner ads to be posted on parts that we don't realize it as ads and change the position regularly.
Online ads have always fascinated. It amazes me how much money someone such a youtuber can make simply from ads.
I think over time online ads have definitely become more seamless and less intrusive. When Facebook integrated their ads into the body of the newsfeed I didn't have a feeling of annoyance as I would have if an ad had popped up or started blinking on the side bar. Instead I actually read the ad, though quickly, as though it was really a part of my feed. I don't think I actually clicked onto any of them though.
Another way of advertising that gave me a wow moment was when I was reading an article somewhere and there seemed to be an ad overlay on the article that you just scroll through to continue reading. This was a bit more annoying to me, but I was able to scroll up the ad so quickly that I didn't think much of it.
Like everyone else, I would prefer to not have ads at all, but I do appreciate it when the ads are catered to what I have been looking for or are a part of something I am interested in. It is a bit scary to know that you're being tracked, but like we mentioned in class, segmented data is so much more readily accessible that if you didn't segment where you were showing ads, it would be a loss. These types of ads more often than not remind me what I was looking/shopping for online and if I didn't make the purchase yet, I just might go back and finalize my purchase because I was reminded of the store in the ad.
I agree that if I go to a website and it has a pop-up ad that is not easy to get rid of quickly, I will close that web page. Otherwise, I think it is effective when there are boxed ads on the side of a website, but only if the ad relates to the content of the website. For instance, I enjoy reading the Man Repeller blog, and since it is about fashion and has a huge range of articles that show readers how best to wear thigh high boots, or where to buy christmas gifts, estate jewelry, the most flattering jeans shorts, etc. it is a good place to include targeted ads that showcase other relevant products. Usually, their ads on the side of the page are from other retailers I have looked at before, and the exact products I had clicked on. Seeing those products, or similar ones, being styled on the site definitely encourages me to make a purchase. Seeing those same ads on the side of Facebook’s home page, for instance, would not make me want to make a purchase.
On this site, the only ads that came up were for the website itself. I think that web design has a LOT to do with the sites I choose to visit (i.e. how easy it is to navigate, how many ads are popping up at me which i usually really dislike, etc.) I find that i do click on banner ads when i visit a site. For example, if i visit The Cut (part of NY Mag) Tiffany's is currently running a homepage takeover with a rectangle ad placement on the right hand side as well as a banner halfway down the page. I've also seen other placements by other brands I've bought from in the past on this site. It definitely works! The companies align well as The Cut is meant to target women who have a high HHI and are fashion forward, etc.
Several studies have shown that web design features such as shapes, colors and functionality have an huge influence on customer perception and response. The challenge is that the designer of the website has to ensure that the view is interpreting the right message.
The design of the website has to influence human emotions and trigger a certain behavior when a user interacting with the website.
If it fails to get a customer to purchase an item or response the way the developer intended than it is not an effect website.
I sometimes get annoyed with pop up ads remind me of things that I recently reviewed on another website but I found it useful when I was purchasing tickets for a great price and walked away from my computer and I got busy and forgot about the tickets and was view another website and as I was looking at a different website a advertisement came up about a hotel in Italy where I was planning to travel and reminded me to purchase the discount tickets.
I think the purposed of an integrated marketing campaign is to integrates everything that helps a company to promote its business and position its product(s).
It you remember anything from the banner is that a measure of success? meaning that there is no such thing as bad publicity. Any time a company's brand is recognized or talked about is a good thing
The funny thing was that when I took a look of the Adage website, an ad of a clothing website that I used to take a look but never bought anything from appeared in a form of square box on the right side; a nice sweater just caught my eyes! So I clicked on the ad and eventually spent half an hour browsing the new items from the website. lol Back to the discussion about whether the website design impacts people’s decision making ability on the products, I would say yes. I don’t have a favorite website but the most frequent page I use is Google New Tab page. Relatively speaking, Google New Tab page is quite clean, except that there’re a few recently visited websites thumbnails lining in order underneath the Google logo. I don’t find them distracting and sometimes I would click on the recent visited website if I still feel like want to check out the product. Just like the Adage website. The background is clean and in white. Readers can clearly tell the context and the ads apart. The ads are placed neatly and tidily. However, there’re some websites that I find very distracting and annoying if the ads are all over the place, either pop-ups or banners. I guess the quantity of the ads matters to me, too. One or two is fine, but more than three would be unwelcomed.
Jia Yin
I think one of the most important thing about a website if its mobile friendly I do a lot of online surfing from my mobile device and I hate when I can’t navigate a site from my phone. Also there are those sites, which have a mobile friendly version but its features less options or not as user friendly.
Personally I prefer banner ads because pop-ups can crush your browser on your phone or if it doesn't crash you could have a hard time closing the pop-up window which ruins the whole browsing experience and makes you want to leave the site.
One of my favorite site is http://www.americanmuscle.com/11-13-mustang-parts.html?rd=1
I buy a lot of car parts online and American Muscle .com stands out from all the rest of the sites offering parts for Mustangs or Ford.
The design is simple, using blue and white. the page is easy to navigate and makes buying car parts fun.
You can search parts which for sure will fit your car, under each part there is a detailed instruction how to install it. Usually there is also a video showing the part and explaining its purpose, pictures uploaded by other consumers and comments.
American Muscle is pretty much the amazon of Mustang and F-150 parts.
Adam Nagy
I think websites need to be navigable on mobile devices because with the amount of phones around the world will have less people will go to that site if it isn't accessible. I think Pop up ads are still the most effective cause they make you watch what ever it is before you are able to move on in the site. I have gotten interested based on pop-up ad many times and gone and research the product after.
William Gockel-Figge
Thank you so much for sharing this. I appreciate your efforts on making this collection.
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