Advertising is irritating too many consumers and failing brands in the process. Neil Johnson, creative solutions manager at mobile advertising technology company, TabMo offers a guide on how to make mobile ads that are ‘not annoying’.
Digital advertising has a problem – it can be annoying. Some ads are too easy to click on in error; others pursue you around the internet. Advertising is irritating too many consumers and failing brands in the process.
The ubiquity of mobile devices, combined with their personal nature has exacerbated the problem. Ofcom’s recent media usage report found that 40% of British people dislike all types of online ads. Last year the IAB published a report on mobile consumer experiences, which found that 54% of consumers thought mobile advertising had become more intrusive in the past year. In 2016 research commissioned by Celtra revealed that 71% of consumers said that at least half of the ads they see in a day disrupt their mobile experience.
Such is the annoyance of ‘bad’ ads that many users think the ideal is an ad-free world. While this probably isn’t feasible – advertising plays a key commercial role – it also overshadows what advertising can offer.
It’s time to balance the needs of all parties in the equation: the advertisers (the people who make the ads), the publishers (the people who broadcast the ads) and the consumers (the people who see the ads).
Digital ads that are carefully targeted, display a clear message, are responsive for mobile devices and are not intrusive should be beneficial to users.
Therefore, we need to get to a situation where, as a main objective, digital advertisers aim to make quality mobile ads that are non-intrusive, useful and pleasing. In other words ‘not annoying’.
In an era of attention-grabbing, brands need to stand out by being non-obtrusive. TabMo offers the following advice to fulfilling that objective for mobile advertising:
1. Design with the user in mind
We are all consumers; therefore advertisers need to consider what they themselves like and don’t like when they see ads on their own mobiles and use this as a rule when producing their own creatives. Good design will result in goodwill towards the brand and ultimately better performing ads.
2. Don’t automatically ‘take over’ the whole screen
Interstitials are full-screen ads that completely cover the content of their host website or app. Widely used for many years they have played an important role in mobile advertising. However, brands are now moving away from this format; as well as being intrusive it is over-familiar so consumers give it less attention. As advertisers look for the next-generation of creatives, it’s important to avoid using technology for technology’s sake, which risks ads being clever but annoying. Non-invasive formats should be prioritised.
3. Keep it simple
Modern attention spans are very short and mobile screens are relatively small. Mobile ads should aim to get the message across in three seconds. The message itself needs to be pithy and punchy. It’s worth considering teasing the user with just enough information to drive them to the desired destination.
4. Be honest and believable
Many ads are still fraudulent, which has led to an issue of trust with consumers. Advertisers now have a responsibility to reassure users and must be rigorous about how they present information. The desired outcome must be considered carefully; in a time of heightened data privacy concern, many people are not comfortable with providing personal details via mobile, preferring instead to make purchases on a desktop or laptop.
5. Don’t focus solely on click-through rates
It has long been recognised that ‘click-throughs’ (or ‘tap-throughs’) are not necessarily representative of the success of a digital ad campaign. There are many more interactions than a simple click or tap and this needs to be reflected in how engagement is measured (Key Performance Indicators or KPIs) for a given campaign. Today’s devices have a range of features that can be used in mobile creatives. Encouraging users to physically ‘shake’ their phone, or ‘swipe’ their screen to interact with an ad can deliver a more immersive and engaging experience – and drive better results than a simple ‘click here’ button. Designing these interactions so that the user has control over whether or not they participate can further help with the success of a campaign.
6. Be clear that it’s an ad
The ad creative should not blend into the editorial; if users feel they have been ‘tricked’ into engaging with an ad, they are likely to disregard the information and possibly mistrust the brand in future. This can be achieved with tools such as a distinct border separating the ad from the website content, or clearly labelling the placement as ‘Advertising’.
Advertisers please take note; annoying mobile ads will not build goodwill for your brand. Aiming to please the user with useful information and good creative, served in appropriate context at the right time should result in a better performing campaign and ultimately bolster opinion towards your brand.
Balancing the equation to satisfy the needs of advertisers, publishers and consumers is difficult. However, aiming for not-annoying adverts can only have a beneficial result for all: consumers will be more receptive to quality adverts, publishers will see more acceptance of ads and advertisers will benefit from improved opinion of their brand.
If the digital landscape relies on advertising to survive, working to make that advertising enjoyable and useful is a worthwhile aim.
By Neil Johnson
Creative Solutions Manager
TabMo UK