56.1%* of internet ads are never seen by humans
Ads compete for our attention on a daily basis; yesterday’s shopping spree haunts our Facebook feeds, Instagram shows ads among friends and family, and pop-ups distract us from reading the news.
Web users have a much shorter attention span than they used to; they have become accustomed to encountering a myriad of ads that fail to engage them. Advertisers who are trying to reach them in this cluttered space must cut through the noise.
It’s clearly worth the effort: one billion people use Facebook every month, while 500 million log into Instagram. A magazine ad won’t generate that much footfall.
Where’s the money going?
Albeit hesitantly, companies are migrating portions of their ad spend from traditional media into online opportunities instead: banner ads, Google ads, pre-rolls, Snapchat stories, promoted tweets, email marketing, and so on – but is the money spent wisely?
Online ads are required quickly and they often change. In the interests of being financially prudent, digital marketers might run ads simply to see what sticks. Historically, they haven’t been able to test fast enough, relying instead on inbuilt social analytics to generate feedback while an ad is in-market.
This is a dangerous game, especially if an ad is provocative or controversial.
But besides testing an ad itself, how can marketers assess if it’s displayed on the appropriate platform? And most importantly, how can they be sure that their branding is strong enough to be relayed in mere moments?
Introducing confidence: digital ad testing
As Kantar Millward Brown’s Nigel Hollis stated last week: ‘You can have the best targeting in the world, the best ad format and placement, but if people do not respond well to your advertising you might as well have not spent the money.’
At ZappiStore, we understand the importance of testing creatives as early and often as possible to better understand the strength of your brand, but in the digital sphere, testing in-context is just as important.
LinkNow for Digital from Kantar Millward Brown allows respondents to view an ad in its native environment, among their own Facebook news stories or presented as an authentic YouTube pre-roll ad. Survey innovation such as this, automated by Zappi, provides confidence that Kantar Millward Brown’s validated measurement of brand and message recall is robust in these fast-moving digital spaces.
If a company’s branding is unique, eye-catching, and engaging, it’s one factor worth magnifying to defy the probability of being overlooked online. Which distinctive colors, copy, icons, or spokespeople best leverage brand merit?
Instead of asking ‘is it sticking?’, digital testing empowers marketers to answer the question: ‘will it stick?’
To stand out with digital, remember:
- Give brand a leading role
- Consider the context
- Learn for the future
At the start of an ad and throughout, use brand attributes wisely. By measuring ad effectiveness in-context and over time, marketing departments can establish meaningful brand guidelines for future reference.
There is no hard and fast rule for every ad, platform, or brand. Your ad must cater to its audience (whether they’re on Facebook, YouTube, or Instagram) and serve your brand well whatever the environment. In these circumstances, testing is not only vital but lucrative.
Learn more about LinkNow for Digital
* according to Google…