The Wall Street Journal ran a piece a few days ago with the subhead, “Tests Find Consumers More Likely to Remember Web-Video Ads They Are Allowed to Pick“.
“The new research shows that consumers are likelier to watch and recall an ad that they choose than one that is forced on them. Of course, the thing that brings a chuckle is the stated driver of the initiative; the desire to wrest more ad revenue from online video.”
This is truly groundbreaking information, that consumers will be more engaged with a piece of content that’s relevant and self-selected. We’ve obviously moved to new levels of consumer intelligence in the digital marketing and advertising business, folks.
We’re so busy focusing on topics like how to “…wrest more advertising revenue from online video” that we lose sight of the fact that consumers don’t want to (and won’t) look at advertising that’s not relevant to them. We’re busy ignoring the 300-3,000 mostly irrelevant marketing messages we’re subjected to each day (YMMV depending on whose study you read and believe). Truth be told, the 15+ year-old ideas we’re using in digital marketing today just aren’t cutting it (read Bob Garfield’s Chaos Scenario for more about old ideas and how media as we know it is dying)
I’ve often said that if we just slowed down for a minute and started thinking with a clear head about what it really means to deliver targeted, relevant messages to consumers when using our digital channels, we’d realize there’s a lot of ways to get closer to the consumer and maybe even generate more of that elusive revenue everyone’s so focused on (instead of the consumer experience).
Here’s an example of what I’m talking about.
If I visit a website and choose an article I’d like to read, several things are happening. First, I’ve self-selected the topic/content I’d like to engage with based on my personal preferences. Second, the publisher should know exactly what content I’m reading via content tags and other magical technology approaches (that have been around for many years). Easy peezy, lemon squeezy.
So, if the publisher knows what content I’ve chosen to read, why don’t they show me advertising messages that are relevant to my choice? If I’m reading about Cancun, why not show me something topical and relevant, like a vacation offer or something similar? If the messages shown to me were more closely matched to my interests (“interests” being the topic/content I’ve chosen to engage with) it stands to reason that I might notice and maybe even engage with those messages.
Why are the banner advertisements and pre-roll never related to the content I’ve chosen to look at? Let me answer my own question – the argument will be that because publishers have created so much inventory, it’s quite difficult, if not impossible, to match advertisers with specific content. Why publishers tend to create unlimited inventory and the issues around sales teams selling it are best saved for another post.
Why spend good money on expensive behavioral targeting technology or worry about offending the consumer privacy wonks? Just a few simple content strategy rules and one or two business and technology leaders in the organization who understand how digital works and you might just develop an audience of engaged, repeat visitors who take the time to lift an advertising message or two.
There. I said it. Don’t be afraid, digital technology people – it’s okay to tell people that what you do isn’t based on rocket science and black magic. 
All kidding aside, I admit that there’s no simple answer, especially when you consider that most publishers are wholly focused on dollars, not people. That’s understandable, because we all have businesses to run. However, the business starts with people. If you’re not giving them choices that are relevant to their personal preferences, they’re going to ignore you.
To test this, think about your own experiences – you’re a consumer, too. When was the last time you engaged with a relevant banner advertisement or pre-roll video? In fact, when was the last time you even looked at a banner advertisement, relevant or otherwise?
What are your thoughts on the Publicis research? I’d love to hear from you. Please leave a comment below.
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