Deccan Chronicle

Are intrusive ads eating advertisers' money?

Deccan Chronicle | DC Correspondent

Published on: February 9, 2018 | Updated on: February 9, 2018

How can advertisers get good ROI with programmatically delivered ads?

Advertisers need to explore the programmatic advertising more to deliver the right message to the right audience at the right time.  (Representative Image)

Advertisers need to explore the programmatic advertising more to deliver the right message to the right audience at the right time. (Representative Image)

How many ads in last do you remember which you saw online in last two days, found to be good and engaging? Average internet user sees somewhere between 200 to 500 ads every day. Yes, there are too many ads online and users can recollect only a few of them. Advertisers need to introspect their ad campaign strategies to check the brand impact and brand recall rather than just focusing on delivering the ad impressions. Fact is, marketers are wasting money on non-relevant, poorly targeted and intrusive ads but how can they get good ROI and brand recall at the same time? Programmatically delivered banner ads, mobile ads, video ads, and native ads are the real saviours of marketers as they provide a plethora of targeting options to choose from.

Digital advertising also known as online advertising has come up as a perfect adverting medium for advertisers to precisely target their customers. Compared to the tradition advertising mediums it provides more mature and micro-level targeting options. But advertisers are not leveraging this artillery and just focusing on the quantity of reach than the quality of reach. Advertisers are trying to catch customers on every possible device and platform and without realizing they are intruding the internet surfing experience of users.

Pop-up, pop-under, page takeover and similar ads are popularly considered as intrusive ads. But any ad which is not targeted to the relevant audience is definitely disturbing in nature. Popular web browsers have declared a war against such intrusive ads and started blocking such ads. Advertisers are not aware that where their ads are not getting delivered as even if browsers are blocking the ads, the impression will get counted.

Similar to OOH advertising, users are also getting immune to such irrelevant ads. A recent study, involving heatmap tools to analyze websites, shows that more than 80 per cent of people are blind towards the digital ads.

In a race to reach more and more customers, advertisers are bombarding them with lot many ads and most of the time showing the same ad for more than 15-20 times.

How programmatically delivered banner and native ads can help advertisers to get better ROI?

Programmatic Advertising refers to the process of programmatic ad buying using software or platforms to purchase digital ad space, unlike traditional media buying which involves direct buys and human negotiations. Programmatic advertising mainly uses the real-time bidding technology/protocol for media buying and selling process. Real-time bidding(RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction. Here advertisers can target their relevant audience and pay only for showing ads to the right audience.

Programmatic advertising provides precise and micro-level targeting options. Consider a local shop which wants to advertise only in its area, with programmatic advertising he/she can advertise the business in the desired location with the help of zip code targeting. Or a B2B business wants to target the decision makers then it can be done with the audience data of c-level executives. Top programmatic advertising platforms like use Data Management Platform (DMP) to collect, manage and activate the first-party and the third-party data to create the audience profile. This audience profile is used for targeting the most relevant customers with the most relevant ads.

This reduces the chances of ads intruding the internet surfing experience which in turn will reduce the banner blindness.

Programmatically served native ads works best to deliver the ad content in a most non-intrusive way. Native advertising is a form of paid media where the ad experience tracks the natural form and function of the user experience in which it is placed. It matches the visual design of the experience and lives within, they look and feel like natural content. Native ads must behave constantly with the native user experience and should function just like natural content. Native ads have seen more than 300 per cent more click-through rate (CTR) compare to banner ads.

Advertisers need to explore the programmatic advertising more to deliver the right message to the right audience at the right time. By this, they can save up to 40 per cent of their advertising budget which can be spent on non-relevant ads.

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