Five rules to ensure the 质量 of your digital advertising
IAB英国
What do consumers consider a high-质量 online ad to be? And what steps can digital advertisers take to ensure they’re delivering a 质量 experience?
Our understanding of 质量 is fundamentally subjective – what one person considers to be a high-质量 ad won’t necessarily hold for another. To help us understand 质量 better, we went straight to the end-user – surveying over 200 UK consumers to explore what 质量 means to them and what factors lead to the perception of a higher 质量 online advertising experience.
Working with research company Sparkler and our Display & Data Steering Group, we recruited users from a range of website and app categories. The results of the study reveal five key factors by which consumers judge online advertising. By taking these rules into account, advertisers can improve the 质量 of their online ads – an important factor given that 64% of people feel more positively towards brands they consider to have high-质量 advertising. So, what are the five rule of 质量?
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Make it relevant: Don’t underestimate the impact of relevance – 71% of consumers say that being relevant to them is key to advertising getting their attention. Relevance has a positive impact on people’s perception of 质量
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融入: Ads that blend well with their environment are received better than ads that clash contextually. 67% of people agree that seeing ads that haven’t been properly blended with the surrounding environment is “really jarring”. Well-matched content is perceived as better 质量.
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Well-made = well done: Ads that are easy to understand, load well and stand out visually get top marks from consumers. People specifically mention liking ads that are colourful, 有趣的, concise and “modern looking” with high production values.
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Honesty wins out: Ads that are seen as fake or unrealistic are perceived as low-质量 and “clickbait”, while authenticity and transparency resonate with consumers – driving up perceptions of 质量.
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不要打断: Non-intrusive ads fare much better than ads that interrupt the consumer experience. Pop-ups are singled out by many as an invasion. It’s crucial to note that consumers have a much broader definition of what constitutes a pop-up ad, with any ad not in a fixed or expected position labelled as such.
For more insights, download the research below.
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