As far as digital display and video ads go, a theme that I see repeat itself time and time again is a lack of awareness on the part of agencies for how consumers perceive the medium. Using pre-roll as an example, it seems like many agencies’ expectation or desire for what pre-roll content should be doesn’t align with what consumer’s expect or perceive of pre-roll content. We see this disconnect when an agency produces a TV-spot like pre-roll ad that, in it’s entirety, tells a compelling story with impressive visuals and production, yet no one watches or connects with it because the content displays a misunderstanding of the consumer’s expectation of the medium.
Additionally, digital ads like banners and pre-roll don’t seem to be very effective standalone initiatives. There’s a balance that must be struck where digital ads are effective communications independently, yet are also effective components of a larger communication.
For instance, to a consumer who has seen a brand’s pre-roll video, a banner ad needs to effectively support the larger campaign message. However to a consumer who has not seen the pre-roll, the banner needs to be intriguing enough and easy to recall so that they are able to make the connection and more fully understand the communication when encountering other campaign components.
When you think about digital ads within a larger experience strategy and begin to create content that is appropriate for and matches people’s expectation of the medium, the canvas and possibilities for creative grows exponentially, with it hopefully so does morale.