The Need for Targeting (That Old Sweet Display Advertising Song)
Advertisers and marketers need to keep singing it. Why? Because online users continue to view display advertising campaigns as intrusive and essentially tone deaf to relevancy. According to research conducted by AdKeeper and 24/7 Real Media, 58% of users don’t click on display ads because they’re deemed irrelevant to their needs. Performance channels, display advertising included, are meant to drive efficient growth. But such compiled data makes that a tough sell. So what’s the solution? How about some common sense targeting!
Folks aren’t interesting in anything that makes life harder. Life is hard enough. When users are online searching for products and services, they want to get in and out fast. They don’t want ads of dance-challenged men sporting beer guts promoting muscle building products to impede their search for an apartment. When checking on travel delays, they don’t want to have to squint to find the X to close out an ad for a breakthrough diet supplement. These are just a few examples of banner ads gone terribly awry. They leave a bad taste in the mouths of users and do great harm to the industry as a whole.
The good news that can be inferred from that AdKeeper and 24/7 Real Media statistic is that 42% of users are clicking on display ads or can be persuaded to click. Proper targeting and user-friendly advertising are giving them a reason.
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