Despite popular belief, small digital advertising spaces are not built for delivering your message to your audience. Not exactly. What I mean is that it’s not possible to deliver the whole message in such a small, size-constrained footprint — so why try?
Instead, marketers are better served to leverage this advertising medium for two purposes:
- Get the customer to act: A digital ad should be viewed as the beginning of a customer-driven dialogue. And if it does the job well, it won’t be the end of the interaction.
- Drive them to the location of the content you want them to consume: Product videos and other sales tools do a much better job of communicating about a product than a 300×250 pixel box ever could.
Customers are hungry for good content. In fact, statistics show that four times as many customers would rather watch a video about a product than read about it. (Source: Animoto, 2015)
In addition, 55 percent of people consume video content thoroughly, so they get the entire message — which was your whole point to begin with, right? (Source: HubSpot, 2016)
However, be careful not to fall victim to the enticing idea of serving up that content in the ad space itself. It may seem like a good idea to have video looping in your ad, but 51 percent of people have a lower opinion of brands that use autoplaying video ads. (Source: HubSpot, 2016)
In short, digital ads are necessary. But they’re effective only if they’re used appropriately: to drive traffic. Don’t try and cram in more than will fit. Instead of ending up with a well-engaged customer or prospect, you’ll likely end up with a ripped sport coat.
Thank you, Chris Farley. For everything.