There are a myriad of reasons why traditional digital advertising just isn’t clicking anymore. Together these mean huge changes for the digital marketing landscape, and marketers need to skill-up and adapt.
However, according to a report ‘Ad Apocalypse: Why Brands Won’t Survive Without Interactive Experiences’ by the Digital Campaign CMS platform, Wayin, all too many marketers continue to splurge budgets on ads that chase clicks and other potentially worthless metrics, at the expense of their customer and their brand’s reputation.
According to the report, following are the factors why digital advertising isn’t working.
BORING AD FORMATS
The early successful ad formats have failed to evolve, leading to consumers becoming ‘banner-blind’ and bored. Even relevant, content-rich ads get ignored due to ad standardisation.
LOW CLICK-THROUGH RATES
Click-through rates are lamentably low – roughly 0.1 per cent industry wide. And clicks equal nothing, it’s just a click, not a conversion.
Ad-blocking software is being adopted en masse, with 26 per cent of US Internet users installing ad-blockers. A number that is only set to rise. Consumers are not just ignoring ads, they’re choosing to rid themselves of them.
CHASING CLICKS OVER RELEVANT CONTENT
Most ad-tech providers operate on a cost-per- click model (a user clicks, they get paid). But this just encourages the bombardment of ads until the user is beaten into submission.
As the Internet has grown-up, the traditional web user has matured with it. They’re turned off by shouty, flashy intrusive ads and have become better at discerning between advertising, and authentic content.
News cycles are awash with stories of fake ads and viewer fraud, undermining the industry and consumer confidence in what they are seeing.
If you’re reading content, or working maybe you don’t want to be chased around the web being served ads for a pair of jeans you looked at two weeks ago. It can make you less likely to engage.
For more information, please get in touch with Louay Al-Samarrai, Middle East partner of Wayin, T +971 4 3900229