Chart of the Day: New research on web users' perception of ad types and formats
The Nielsen Norman Group has been helping make the web a better place through their research and advice on usability and customer experience for a long time. In fact, it's since 1998, about as long as I've been involved in advising on digital marketing. While their research usually has a solid methodology and sample, I've always felt, it often takes a 'pure usability' perspective that isn't necessarily useful to businesses and marketers who are promoting their service. But perhaps marketers need that counterpoint.
This research is a case in point. In this survey, participants were shown 23 wireframes (not actual ads) corresponding to different types of advertisements and rated how much they disliked them on a scale of 1 to 7. Here's an example:
So, which were the most hated?…
It's easy to ignore banner ads. Here is how to make yours stand out and increase clickthrough rates
Online ads have become an inseparable part of our internet life. An average person is exposed to more than 1700 online ads every month and 77 percent are left unseen, resulting in low ad CTRs even if a click isn't essential to making an online ad effective. Some ads are too stuffed with information and visuals, others don’t seem to be relevant to you and some just lead to thoughts like “what is this ad even about?”
To maximize the effectiveness of your ads and avoid falling into one of those categories, there are a few things that you need to keep in mind when creating your ads.
Humans are very curious species. It’s natural for us…
3 techniques to make Native Advertising more effective
Following the move made by many other online publishers in recent years, the picture-hosting site Imgur recently announced its plan to roll out native ads. The site bootstrapped for most of the past six years and built a loyal community, but — like most publishers — it has the need for a consistent revenue stream.
More publishers are riding the native advertising (definition and example) tide to monetize their platforms. For advertisers, native ads are a natural and effective way to boost engagement. In fact, Yahoo reported that, on average, users give native ads three times more attention than display ads.
But like all innovation, native advertising (definition and example) also follows an S-curve cycle of adoption and maturation. From display to search to video ads, each cycle inevitably brings a unique set of challenges and risks. And as native advertising matures, the issues advertisers and…