Ads can be annoying, but yours don’t have to be.
It is no secret that consumers dislike ads. Many people install ad blockers or pay extra for upgraded subscriptions to bypass pesky advertisements. A recent Hubspot study found that “85% of people feel a negative opinion about websites with obnoxious or intrusive ads”. More notably, however, “83% of people say not all ads are bad, but they do want to filter out the obnoxious ones”.
Not all ads are bad. Despite the negative connotation surrounding advertisements, it is possible to employ a positive advertising strategy that will actually enhance a site’s overall user experience.
The approach is simple: Just don’t be obnoxious. The goal is to be subtle yet effective. How?
Personalized Ads
As a college student, I would have no interest in ads for items such as baby clothes and could easily grow annoyed. Advertisements for items or services that have no relevance to a consumer’s life stick out like a sore thumb. That is why it is important to have targeted ads customized for individual consumers. A consumer is a lot less likely to be irritated by advertisements for things they actually want or need. In fact, ads that meet the needs and interests of an individual can be very helpful. When I was looking for apartment listings, I was actually able to find a place through an ad! It was practically a blessing that I was able to stumble upon an ad for exactly the thing I needed. Personalized ads truly have the power to foster a positive user experience.
Diversified Ads
It is essential for a business to diversify their advertisements. Repetitive advertisements nag at a consumer until they are fed up, and rarely result in a purchase or positive interaction. Indeed, the very reason I cancelled my Hulu subscription is because I was aggravated by the same 3 advertisements consistently interrupting my shows. A diversified advertising strategy exposes consumers to something refreshing and new each time.
Strategic Timing and Placement
Another Hubspot study found that “70% of consumers have a lower opinion of brands that use pop-up ads, while 51% think less of brands who use autoplaying video ads” and “4 out of 5 people have left a webpage because of a pop-up or autoplaying video ad”. Ads that surprise or interrupt consumers disrupt their experience and impair the site’s ease of use. Businesses should aim to place and time their advertisements effectively to maintain user friendliness.
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