Why Opt-In Ad Experiences set customers and brands up for success.
I want to tell you two stories. Put yourself into the shoes of the protagonist in each and when I’m done I want you to imagine which consumer you would prefer to be.
STORY 1
You’re home from a long day at work, it’s 8pm and you’re finally sitting down to relax. You pull out your mobile and begin to scroll your Instagram feed. Suddenly your mobile rings. No caller ID. Curious you pick-up. “Congratulations,” says the robotic voice on the line. “You have been selected to enjoy a free cruise to the Bahamas!” You instinctively hang-up.
STORY 2
You’re home from a long day at work, it’s 8pm and you’re finally sitting down to relax. You pull out your tablet and begin to scroll through that same feed. You see an ad with some cool (insert product you like). You think what the hell. I’ll click and find out more. Your browser app opens and you land in a product page with specs, reviews and a buy now button. But you’re not ready to buy, just to learn more. You close your browser app and go back to your feed.
Which story would you prefer to be the protagonist in? If you could be neither would you prefer that?
Now let me tell you a third story.
STORY 3
You’re home from a long day at work, it’s 8pm and you’re finally sitting down to relax. You pull out your tablet and begin to scroll through your favourite (insert lifestyle blog of choice). On the right rail as always there are a few ads in your peripheral. You continue to read but one ad has caught your attention. On the ad it says hover to learn more. It’s your choice. Against your better judgement you hover. The ad expands after 3 seconds to fill the screen but you never leave your blog page. A Video is playing giving some entertaining insights about the product. You can also see there is a gallery so you can scroll for more content. There is a buy now button in the bottom right corner but the ad isn’t a product page. It’s entertainment and information regarding the product. After exploring a couple slides in the unit you see a convenient X at the top right corner to close the ad and return to your article.
Now who would you rather be.
I’d submit that the second story would be ideal if I’d already experienced the third one or some variation of it.
This is the power of the opt-in experience. Digital engagement is a filter for assessing and acquiring an audience ready and willing to take a critical step towards investing in your product. The key here is that, “they” take that step. You don’t stand in front of them and make a pitch. They ask for it because they are curious to learn more.
Thanks for taking the time to read my post. Your questions & feedback are always is appreciated.