We have smart phones, smart cars, smart homes, even smart toothbrushes. So who’s surprised that today’s online consumer expects smart ads?
Well, lazy advertisers, I guess.
Overexposed and Irrelevant
In a Nielsen/Netratings survey, more than 70% of those asked said that they were overexposed to online advertising and would rather use other ways to find information about products and services.
56% of those surveyed said that over a month long period the Internet presented them with some ads that were relevant. But more than two-thirds added that they wished Internet ads were better targeted.
Ouch!
Dying is the old mass comm advertising model where you create an ad, and then run it to death and spout reach and frequency jargon and act as if you’re sure something actually happened.
Clients aren’t buying it, and consumers aren’t clicking it.
Relevancy is become a major issue in online advertising and communications. Sure, we still buy ads against demos, but it’s just as likely for placements to depend on consumer habits. Like, if someone is looking for a plasma TV, it’s probably a good bet that your gold tipped AV cables will appeal to that audience, no matter their age, sex or income.
Still, it’s pretty telling when a vast majority say they would rather use a search engine than click an ad, even if the ad was for a product or service in which they were interested.
So What?
If you read this and think, “Well, no news here.” You’re right.
The problem is that we know all this, but we don’t seem to put it into action.
Every day we see advertising that is placed in goofy, mismatched places. High dollar home ads on edgy, techy sites. Cosmetics on codehead sites (or am I missing something). Credit counseling ads on high dollar home electronics etailer sites.
Now, maybe the audience is right, but the habits sure don’t match the need for those products or services.
It’s a bit more work to search and select relevent online locations for your ads. And even more work to associate things the customer would be searching, viewing or doing to determine if our ad is relevant to them or not. But the marketing world is quickly heading into this intuitive place where ads and consumers find each other in a Match.com sort of way.
I, for one, can’t wait.
steve
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