Why Most Online Marketing Campaigns Flop
If your ad is on the side of these buildings who would notice?
It's a bad feeling online marketers are all too familiar with. You've spent time designing compelling imagery to grab the user's attention. You've written (and maybe even tested) copy and headlines to see which would be most compelling. You set up your tracking URL and your vendor account, Facebook ad, or submitted your banner ads to the account manager your working with on the site promising millions of impressions to a targeted audience.
You've done everything you're supposed to do and most importantly paid the agreed-upon CPM rate hoping to see a worthwhile click-through-rate and the subsequent engagement with your product, blog, or brand. And then comes disappointment. You watch the campaign unfold, and you check the reporting provided from the vendor and you see the impressions incrementing, but the click-through rate is low and the engagement of those who do click is nearly non-existent. Another campaign tried and failed, another unjustifiable marketing spend wasted.
The Problem: Users Conditioned to Ignore
We are now 20+ years into the online consumption era. Over those 20 years, users have gotten savvy on how to instantaneously spot what it is they are looking for and what they want to ignore. They do this instinctively, regardless of the design trend of the day.
Banner ads are the most affected by this. Big fat ads (BFAs), Skyscraper ads, leader board ads, text blocks...they are all easily spotted and ignored. Users don't click on them anymore, and you shouldn't be buying that inventory. One need only look to any number of charts on click-through rate decline over the past 15+ years to confirm this, though you can probably validate the same through your own personal experiences with display advertising (source: LocalVox).
Click-through rate on Banner Ads over the last decade +
Like any other salesman, vendors will often try distraction tactics and play up things like high traffic volume on the site you are buying from, or how their demographic is influential to your business. Or worse the ever elusive 'brand recognition' that can't ever really be quantified and that's why it will always be their go-to cost justification. Even targeting and retargeting, though slightly improved, still doesn't move the needle much as far as getting the engagement you seek off these campaigns.
Need quantifiable proof? Check out some of these alarming stats below collected from a recent Hubspot post on the topic.
Display Advertising: More Alarming Stats
- Only 8% of internet users account for 85% of clicks on display ads (and some of them aren't even humans!). (Source: comScore)
- The average person is served over 1,700 banner ads per month. (Source: comScore)
- The average click-through rate of display ads is 0.1%. (Source: DoubleClick)
- About 50% of clicks on mobile ads are accidental. (Source: GoldSpot Media)
It's pretty clear that it's time to ditch the display marketing trend, and look toward a more effective advertising mechanism. Luckily, tens of thousands of companies or individuals have found the solution and it's not just a quick-fix solution for advertisers large and small.
Native Advertising: Not Just a Buzzword
Native Advertising is simply defined as method in which the advertiser attempts to gain attention by providing content in the context of the user's experience. Native ad formats match both the form and function of the user experience in which they are placed. Do a simple google search and you'll see the countless articles touting the exponential effectiveness of this method vs. traditional placement. Here is a list of data points that back that up from a great Huffinton Post write up on the topic:
- 70% of individuals want to learn about products through content rather than through traditional advertising.
- Beeby Clark+Meyler led a native advertising campaign for GE which reached 5.1 million people and resulted in 416,000 clickthroughs -- an astronomical >8% CTR.
- Compare that to traditional display ad CTRs, which have dropped from 9% in 2000 to 0.2% in 2012.
- Viewers spend nearly the same amount of time reading editorial content and native ads -- 1.2 seconds and 1 second, respectively.
- Purchase intent is 53% higher with native ads.
Not only does the data back it up, it has been proven effective for decades in other marketing segments. But then the question becomes where do you go to try a native advertising campaign?
Tackk is releasing a program for customers who want to experience real engagement with our sponsored inline and contextual Tackk program. You can learn more here as the idea is simple yet proven effective - we serve your Tackk inline with the rest of the content that users are browsing through.
This is successful for three reasons. First, it's a Tackk like all other Tackks on the site, so your message is in the same format that every other piece of content is displayed on the site. Users won't just learn to ignore a format they quickly deem as advertising content. Second, we serve the sponsored post in the sequence of where natural discovery takes place on the site - on our Tackkboards and in the related Tackks section. And third, we are smart about where we serve your Tackk, which is where it makes most sense based on the content within the Tackk so that it's relevant to a particularly segmented audience.
With Tackk, we give you everything you need to simply create a beautiful and effective sponsored page that will deliver engagement results. Not only can you make a beautiful page to show off your product, service, or message, but you can embed rich media with a single click, and studies show that Native ads that include rich media boost conversion rates by up to 60%.
To get started click the button below and fill out the form. Or contact us at firstname.lastname@example.org to get pricing and availability today.