[Honest Friday] Why consumers don’t hate ads, but bad ads

After a really short brainstorming sesh, we’ve decided that it’s time to showcase one of our strongest values: honesty.

This is how we created the concept of Honest Friday, written from a creative’s professional perspective, in a witty way, in the form of a brutally honest storm, hoping that someone out there will feel the same and get inspired. 

This blog section will cover various areas, but the main idea is to inspire other creatives (either junior or senior) and tbh, make them feel understood. So it’s like a therapy session, only in blog form, it’s free and you get a couple of AHA moments while you’re browsing 2 other social media platforms and probably sitting on the toilet or at the bus station. That’s okay, though! 

Let’s face it! Everywhere we look, whatever we watch, anything we click there’s bound to be an ad or 2 in there. Sometimes you find out at the end of a video, sometimes it pops right up while you’re watching some cute cats chasing each other. You can’t even leave Youtube on shuffle without your playlist being constantly interrupted. Well, that is if you don’t have Adblocker. In that case, by now you’re probably already tired of websites constantly asking you to turn it off.

Whatever your content of choice, those pesky ads find a way to weasel themselves into your life. But like all things we don’t really hate because we don’t have the energy right now for that, we learn to tolerate most of them. We said MOST of them. Some are just hard to ignore.
For example, pop-ups are the worst. Or those ads on Facebook and Instagram that you suspect can hear your conversations. But what about videos that autoplay themselves? You can’t even read an article about what type of ketchup you are based on your zodiac sign without having to scroll past a billion ads and accidentally clicking on one of them.

Some ads are actually useful. We end up buying those cool sneakers that we’ve been eyeing for 2 months, or the video we’re watching about cats chasing each other sells us that perfect kitty litter we’ve been searching for. Sometimes sponsored content, that’s been perfectly targeted towards us, like influencer marketing ads, can amuse us, help us learn a thing or two about subjects that interest us or can guide us into making life-changing decisions.

So what type of ads do we actually hate?
Let’s get into some statistics. We know how much you love numbers.

What annoys consumers:


What consumers think about ads:


What types of ads do users hate:

If you’ve skimmed the above statistics you’d say that advertisers and brands are doomed. Not quite true, my friend. Read below.

What are bad ads and how to spot them?
Consumers don’t hate ads, they hate the feeling that they’re being forced to do something. And, in the end, don’t we all?

Autoplay and clickbait pisses people off
First thing’s first, one way to annoy consumers is to be rude to them. And that’s what these ads do.
Due to some research we just did on the Internet, 82% of people say they closed a website because a video autoplayed in the background, while 51% of people sad that autoplay makes them think less of a brand. They have the same feeling towards unskippable ads. Is it that obvious that people hate being forced into doing things?  The same goes for clickbait.

Stop being dumb
According to that research we did earlier, 50% of users feel that most ads these days are insulting to their intelligence. Whether it’s spelling mistakes or the language in the copy is too basic, it’s clearly annoying users. If a brand’s been lowkey dumbing things down to reach more audiences then you their Marketing people may need to rethink their strategies.

Bad design = a bad time
Remember that research? 63% of people think that most ads look unprofessional and basic. And it’s true! If an ad is not eye candy, it won’t be successful. Bad design can mean a various amount of things: it looks cluttered, the color scheme is all over the place, you’ve used at least 3 different fonts etc. Also, let’s not forget that people’s attention span is 3 seconds in today’s fast paced social media era. And who could blame them? Why would they waste more than 3 seconds on bad design???

Are you retargeting?
Retargeting has that stalker feeling to it. A fine example of creepy retargeting is when you decide not to buy that amazing pair of sneakers you’ve been eyeing for a while. You hit x and go on with your day. But, next thing you know a notification pops up asking you if you want to buy them. Brr! Talk about creepy. 

So how can brands make it easier for the day-to-day consumer that just wants to watch cat videos, funny sketches and Netflix & chill without being bothered by those pesky ads? They should try and be nicer to their consumer by creating non-invasive ads that don’t pop-up in the middle of their favorite music video or stalky e-mails that clutter their inbox. It’s that simple! Be more creative with your Marketing and be smart about it, too.

 

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