How Engagement Drives Digital Advertisement

In today’s age of ever-changing trends and forms of advertisement, content and social media marketers must consistently alter their strategies in order to find the most effective ways to reach a client’s target demographic.

According to the latest studies, the most prominent determining factor of success is stated to be online customer engagement. fishbat discusses how engagement is the driving force behind digital advertising and how it affects businesses today:

With users who are constantly posting and interacting on social networks, news feeds of information are continuously being updated. Banner and pop-up advertisements are largely ignored and even despised, prompting target audiences to install ad blockers or simply avoid these notifications altogether.

The solution to this is simple: native advertising. Research has shown that this method is on the rise due largely to the increased levels of engagement it receives.

Native advertisements are more likely to catch the eyes of consumers as they show up in the target audience’s regular stream of posts and typically reveal information on topics they are likely to enjoy.

This format encourages engagement by being less prominent and irritating to the user, thus allowing brands to incorporate ads into the everyday web surfing experience.

This can also be attributed to the rise of mobile usage. Smaller screens mean advertisements take up more space on the page. Native advertising on mobile allows users to see the digital ad in the same format as the rest of the content, which means potential consumers are less likely to avoid it.

Although the internet world is constantly in flux, social media (marketing) is definitely here to stay. Engagement is driving the world of digital advertising one targeted user at a time, leaving the encouraging impression that we’ve finally found a method that works.