“It’s Not About Number Anymore, Digital Media Needs To Overcome Poor Ad Attention And Intrusive User Experience”
Nowadays, every other digital platform claim they do have the right targeting to reach out precise Brand target audience and they can drive XX Mn to reach in just a few days. Sadly, it’s not exciting for marketers anymore except a few good digital properties. Not because of advertisers have become demanding for this medium; because most of the times a non-reserved digital ad gets Place at some corner of a Page where the Consumer does not see it or it’s so intrusive that it gets closed by consumer even before register in consumer’s mind. But the ad Server technology serves it as Impression and reach.
Digital is the 1st screen, which gets turned on from the morning & it’s the last screen gets turned off before sleep. While Consumers get engaged with Digital media throughout the day, then there have been big challenges the media is facing to get the trusted stamp from marketers.
There has been huge growth in Digital from last 15 years. Content consumption pattern changed since content shifted to mobile, but Internet mobile Products’ wireframe did not. Most of the digital Platforms are full of advertising clutter. It does not make sense for Brand to chase behind reach & Frequency. In Market, there are a lot of digital tools which has been focusing on Viewability, ad Fraud, and Brand safety to ensure that every impression counts. But Is the 2 sec continuous 50 % ad in view good enough to deliver brand communication to users for which brand is paying. The answer will be “NO”. While In upcoming years, OTT Platforms’ growth can make Digital media better in terms of viewability and brand safety but Display ads will keep driving scale in ROI for Brands which is still in a big clutter environment. Based on evolving user patterns, Platforms need to drive new and better ad experiences.
Digital Platforms need to be on a constant quest to give the user the perfect ad experience to make ad units clutter free as well as ad should get consumers’ attention. Few Digital platforms are working on this but this needs to be considered seriously by everyone. Let’s focus on YouTube. YouTube started 6 Sec Bumper ad unit in 2014 to better the mobile ad experience of Users. Since watch time on content discovery has increased on Google, they recently started Home Page Feed Discovery ad. TV screens device category has been launched recently in AdWords to reach YouTube users on connected TVs only. As per many mobile app retention insights, Over 80% users have 3 or less one category Apps on their Phone and 50 % user uninstall apps within 7 days of using it except few popular social & Communication apps. So, the Device Space acquisition Competition has been ON, Platforms need to be sharp in addressing consumer expectation with a better user and ad experience. Better user experience will lead to low spend on user retention and more Advertisers’ Budget.
While Platforms need to keep on evolving, Brand still can leverage the dynamic media effectively & efficiently by focusing on deploying exclusive Digital assets. Digital Marketers need to
- Focus on Story Telling or making the user, part of the story through Digital Experiences
- Shortlisting of right ad unit format keeping Consumer Behaviour & Platform UX in mind
- Customization of Creative messaging based on the Platform or Audience for driving relevance. Let’s stop broadcasting same message communication. Know the Audience and Platform and customize Brand Communication
- Let’s not run behind reach and frequency and Targeting if an ad does not get viewed end of the day