Category Archives: Online Ads

The Importance of Being Cautious in Advertising

One thing that aspiring entrepreneurs need to know about advertising is that it is important to be careful in the message that is being brought forth. For one thing, it can be quite easy to offend people these days. Also, if people are offended, they will be less likely to buy from the company. Therefore, it is important to put a lot of thought into advertising campaigns, especially for small businesses. Even larger businesses can suffer consequences from not thinking very carefully about the message it is sending, like Audi. Fortunately, there are ways that people can avoid offending others.

One of the best ways to avoid offending the audience is getting to know the audience. Among the things that people could learn are the different things that they value. Then there are certain things that can offend them. For online businesses, it is important to establish a positive image. Being a small venture that is barely starting out is the most important time because the image that is established can either make or break the business. Therefore, everything that is done should be towards the establishment of the image. This includes the interaction and the content provision on the website.

Online marketing can be very fun. At the same time, there are frustrations that could occur for people that are not skilled at marketing. For people that do figure out the way to market, the process becomes fun. They will also gain the awards for what they are doing. The next thing to do is to make sure that they keep the success going. This is where creativity comes in. One can come up with some amazing campaigns that don’t offend. They can also inspire people with their campaign which can get them wanting to buy the products that are available.

Most Online Ads Don’t Reach Targets

When it comes to younger demographics and mobile devices, online ads are not reaching their targets. Nielson’s Digital Ad Rating Service’s reports indicate that “Forty-four percent of online ad campaigns aimed at 18 to 34-year olds” were successful. The rest went sight unseen.

 

The reasons for this lack of engagement can be chalked up to several issues. First, young people may not have enough buying history or consistent interests that would allow marketers to determine which niche or special interest platform they would find appealing. Not knowing where your online audience gathers makes ad placement difficult. Additionally, mobile is still a relatively new environment and one in which marketers are still finding their place. Mobile apps like Snapchat and Instagram are used by younger demographics, who are tech savvy and know how to block ads. The platforms on which the younger demographic gathers choose to limit traditional online ads in favor of influencer marketing, a less invasive form of advertising. Nielson didn’t measure the rate at which young people receive product promotions through influencers on social media platforms. Accounting for this kind of ad delivery might skew the numbers, resulting in a more realistic report.

 

While desktop ads and ads meant for the 35 to 64-year old demographic have a 54 percent rate of reaching their target, these ads are less personal. Younger consumers are growing accustomed to personalized ads. As Nielson’s marketing effectiveness director for the UK and Ireland told CNBC, mobile platforms “are superior in reaching narrower audiences.”