Display advertising is broken on the grounds that the advertising industry is excessively focused on its own income, not the awful user experience it’s creating.
While there is a considerable measure of ad formats that brands and publishers are moving to dislodge, there’s not been sufficient advancement in display itself. Consider this: the first banner advertisement made in 1994 doesn’t look that different from some the ads we see today.
Today’s consumers will do practically anything to avoid a digital ad (30% of all internet users will block advertisements by 2018). The difficulties confronted by the industry today – click fraud, viewability, advertisement blockers and individuals not clicking on promotions – are altogether rooted in poor end-user experiences.
It makes sense that 69% of GenZ already block advertisements. They’re a video generation, yet advertisers keep on pushing advertisements to them by means of videoless, noninteractive mediums. Snapchat ads are some of the best out there in light of the fact that they embrace the medium that end users connect with: vertical video that is suitable for viewing on a cell phone.
Trust me: Normal display ads will be dead in three years.
One hope for display
How do we solve for the death of display and consumer antipathy for advertisements? Create a better experience for the end user, and begin doing that with the video medium they embrace.
Truth be told, the industry has been transforming into video, and the speed at which it’s occurring is increasing. Facebook has been rapidly releasing new video-ad formats; shoppable video advertisements show up on Snapchat and Instagram; and Twitter banded together with Bloomberg Media on 24-hours-a-day news streaming.
Video totally revitalizes a customer’s end experience with an ad. For instance, AOL found that mobile video advertisements are five times more captivating than standard banner ads, with technology and business verticals seeing more than 800% higher engagement. Furthermore, ads that incorporate video drive 9X the number of post-click site visits as standard display ads.
Video is a versatile, engaging and sharable format – three key factors that any promotion today needs to get through the clamor in a saturated digital scene.
Not only would video be able to rapidly convey a message in a engaging way, individuals share well-crafted created video with others. Nobody shares a display ad with their friends.
The static display ad will wind up one of those relics our kids chuckle about because, in the long run, video will move into its legitimate place as king of advertising. The industry needs to grasp this, and concentrate on better video user experiences (new formats, best practices on length, substance and brand safety).
The Socialite Media