According to research firm Statista, digital advertising spending will reach $429 billion in 2022, indicating a 21% increase over 2020. These investments demonstrate a certain satisfaction on the part of advertisers who prefer to use the internet to promote their products. However, the appearance of ad blockers, comes to question the way digital campaigns are deployed on the Internet. Indeed, a large number of Internet users block advertisements that they consider untimely, inappropriate, and annoying. In order to optimize the marketer’s digital advertising campaigns, some pitfalls could be avoided, here are 5 of the most important ones.
1 – Don’t promote a product too directly!
Advertisers tend to want to promote their product too directly through the image, description, and price of the product that induces the user to a compulsive purchase. This approach is aggressive. It would be preferable to choose a more general image with a title and a description that raises questions, curiosity and can thus push the user to want to know more about the universe of the brand. Internet users are overstimulated by online advertisements, they should not be pushed to immediate and excessive consumption but rather to seduce them more naturally towards the product.
2 – Don’t target a very broad audience: they are not all concerned!
On the Internet, advertisers tend to want to broadcast their advertising content to as many people as possible. This can be a big mistake. We must determine from the outset the target we want to reach: what profiles? What habits of consumption? What category? What brand universe? Which geolocation? Only in this way will marketers be able to directly affect the Internet user likely to be concerned.
3 – Don’t opt for ad formats that spoil the user experience
A poor choice of advertising format on the web degrades the brand image and does not promote pleasant and optimal navigation. Some brands can even provoke deep anger on the part of Internet users even though the brand has not caused them any real harm. The fluidity of reading of Internet users should not be affected by the presence of advertisements, their overly invasive nature could induce them to block any type of advertising content. To do this, you have to choose integrated, visual, non-intrusive formats adapted to the different broadcast media.
4 – Don’t neglect the quality of your landing page
A landing page is a page on which a user arrives when he clicks on an advertisement. An internet user interested in the brand but who eventually lands on an ill-adapted website, is a disappointed internet user, who most often than not ends up leaving the website. It is then necessary to adapt the landing page to the advertising messages broadcast with reminders of colors, visuals, and clear messages, visible and adapted call-to-action buttons.
5 – Avoid broadcasting a video that lasts 30 seconds or more
The video spot may cause the viewers to quickly lose their patience. Indeed, videos of 30 seconds or more are now considered too long by hyper-connected users who need to be given information that goes straight to the point. Marketers need to rethink the video spot in an ideal 15-second time frame and deliver a clear, concise, and impactful message right away.