The Internet is once again undergoing a seismic shift, this time with our mobile behaviors and demand for value in mind. Intricate websites and bold banner ads have given way to simple, uncluttered designs, and static, click-through content has been replaced by feed-based content.
What does this mean for online advertisers? It’s in no way business as usual.
In a recent Ad Age article, Patrick Keane, president of Sharethrough and the former CEO of Associated Content, highlights ways brands must adapt. Here are five signs your online ad isn’t meeting today’s standards:
1. It lives on or leads to a static page
In this real-time age, people are no longer seeking information on single, static Web pages. Instead, they’re combing live feeds, like those on the new Yahoo! home page. For advertisers to succeed, they must offer content that can be incorporated into these feeds.
2. It sticks out on the page
Modern websites are stripped down to emphasize functionality. Ad content should blend into the simplicity without causing interruption.
3. It isn’t responsive
Today’s sites are designed to adapt to desktop computers, smartphones and tablets so that the user experience isn’t sacrificed. Think about the devices your audiences will use to access your ads, and develop your strategy accordingly.
4. It doesn’t offer quality content
We know we sound like a broken record, but it’s true: content is king. “Modern ads can enhance a user experience, not detract from it,” says Keane. For your online ad to be successful, it should offer quality, useful content – not unlike that on your website or blog. When artfully integrated into websites and created to allow for social sharing, online advertising can now perform as well as natural content. Case in point: Vitamin Water’s College Humor ad, which entertains while delivering a powerful message. The #makeboringbrilliant hashtag encourages Twitter mention and conversation around the video. Released on August 1, the video is already one of the year’s top five most watched.
5. It’s not interested in what its audience has to say
Consumer input and conversation have become the norm for successful marketers. They recognize that their audiences want to share their opinions and participate in meaningful conversations. The advertiser’s job is to create excitement and spark that conversation – and provide a forum for it (like live chats or hashtags).
Want some more input on your online advertising strategy? Give us a ring!
Coming up tomorrow: Tips for converting your Facebook fans into real-life customers