Imagine you are reading this very interesting article; it is all about how to relax and de-stress. As you get closer, getting ready to find out the secret ingredient to ultimate relaxation, BAM! A pop-up ad springs at you, offering a new revolutionary diet pill. Is that not ironic or what? Not only is the timing of the ad terrible, but its content is utterly unrelated. It’s akin to trying to sell a meat lover’s pizza at a vegetarian convention: wrong place, wrong time.
This makes a classic example of why so many ads fail to convert: They can disrupt the user experience at the worst possible moment with irrelevant or poorly timed offers. Let’s take a look at some common advertising blunders and how making some changes could turn these irritating intrusions into chance interactions.
What to do instead:
Make the pop-up contextual and timely. For instance, instead of springing random offers, why not present a pop-up that complements the content being viewed? If the article is on stress relief, a pop-up with an offer for a free meditation guide after the reader has scrolled halfway could seem helpful rather than intrusive.
What to do instead:
Use user-initiated play. Provide a good thumbnail image that acts as a user prompt; if it’s interesting enough, users will click play. This respects the choice of the audience and augments engagement on their terms.
What to do instead:
Employment of Targeted Advertising Strategies Utilize data about what your audience wants, how they behave, and their demographics in designing ads to ensure the right people are getting the right message.
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