The law of "FACT" for good internet advertising experience

Advertising, has become a part of online life, when we focus on the site and product user experience, advertising should not be overlooked.

Speaking of advertising, many designers will wrinkly: how many times, in the design of a work, every detail to strive for perfection: style, layout, color, contrast, balance ... Results products on the line, next to a large advertising position, full of sound and photoelectric effect of flash animation makes people without "language" incomparable.

Speaking of advertising, in face-to-face communication with users, although most of the users of the ads hold an understanding of the attitude, but it is unavoidable to mention the "less advertising" expectations.

We've all had the experience of being plagued by poorly designed and advertised websites, and in everyone's impression, advertising and user experience always appear as a relationship. But when advertising inevitably becomes part of the online experience, instead of simply contrasting it with experience, we should be stuck in an either-or argument, and we should think more deeply about the relationship between the two: how to balance the relationship between advertising and user experience, how to improve the user experience of advertising itself, How to enhance the website/product user experience through advertisement, these are the key problems that the successful product solves.

1. The classification and market performance of Internet advertising

On the classification of Internet advertising, there is no absolute authority of the unified standard, a lot of information mentioned classification and description are not the same, we are concerned about the main or common form of advertising.

Network advertising commonly used billing methods include

CPM (cost per thousand impression): billed on every 1000 AD show. CPC (costing per click): Each click Cost to click an ad for billing. CPA (costs per action): each operation cost, according to the actual effect of advertising billing. CPR (costing per Response): Each response cost to the viewer's per-response billing. CPS (Cost per Sale): The actual number of products sold to the billing. CPP (costing per Purchase): Each purchase cost, according to the product purchase behavior to charge. CPL (Cost per Leads): To collect the number of potential customer list to charge.

In recent years, the Internet advertising (especially the traditional banner ads) of the Click Effect has been declining, the traditional network advertising forms are gradually replaced by search advertising, rich media ads.

2. Some concerns and discoveries in network advertising research

The experience of Internet advertising should be related to the whole process of advertising and audience contact. But previous studies focused on the effects of "arrival" and "attention".

Now the study of advertising, will be more comprehensive review of the user and advertising interaction of the entire process: from the contact situation (user motivation, mode and information processing) to the advertising presentation (type, form, elements), and then to the advertising effect. And the evaluation of the effectiveness of advertising, in addition to focus on the user's click Behavior, but also began to pay attention to the user in contact with the advertising process and results, what cognitive and attitude factors, will have an impact on the advertising effect. This helps us learn more about the relationship between advertising and the user experience.

Nielsen combines others and his own research to give 10 of the most unpopular advertising design elements, window ads topped the list. Other ads that contain the following characteristics also tend to cause negative emotions and frustration, and users may proactively ignore:

interference purpose, interrupt operation deceptive nature aggressive users cannot control

In addition, eye movement research reveals an important phenomenon: banner ads or messages that look like advertisements (such as red characters) are often ignored by users, i.e. banner blindness.

3. The "FACT" principle of good internet advertising experience

So how do you optimize advertising to create a better online advertising experience?

Try to start with the following four areas:

①form-form

What is a good form of advertising?

and web design style as consistent as possible content, location, creative and visual attractiveness interactive predictable operation results

How to attract attention?

Express specific, straightforward to provide operational options related to the purpose or current topic not like selling

What are the most eye-catching design elements?

Plain text The face body part resembles the content the advertisement

What are you going to pay attention to?

does not use window ads to help users identify, understand, and quickly locate ad areas do not have too many types of advertising at the same time according to the characteristics of different pages, in the appropriate location to arrange different types of advertising use text ADS to provide personalized/directional/intelligent advertising to establish and implement advertising norms

In short, the "form" aspect, must pay attention to the balance and the coordination, the mysterious place lies in "like" the advertisement and "does not resemble" the advertisement.

②affection-Emotion

The following is a portfolio of Apple's ads on the NYT website: The left column is a hair-regenerative ad, and the right-hand-man with the PC is making eye contact with the bald-headed advertiser, while the MAC is making eye contact with the top Apple user experience AD. A simple set of ads became fun.

Advertising should not reflect only the naked sales and promotion of the relationship. Through emotional elements to impress users, not just the terrible sensory effects, the effect will be beyond imagination. For example, the following Durex ads:

In short, "emotional" aspects, to make advertising easy to accept, not only the delivery of merchandise information, but also the value of the user's concern.

③content-content provides useful information to help users complete tasks

Advertising is essentially a kind of information, whether this information is useful to users, whether it can become an essential part of his task, determines the user's attitude towards advertising and the depth of interaction.

Tracking History browsing behavior and interest push matching advertising

Let the user feel that the ad is related to themselves (if the user does not think it violates their browsing privacy).

provides the content of the ads that users really care about, such as promotional information

put the product in the life scene/real situation

Advertising is "too advertising", often because of the separation from our familiar scenes. It is better to provide real life scenes in advertisements, or to put them in a natural situation.

In short, the "content" aspect, provides the useful information, lets the advertisement and the user can form the interaction.

④timing-Timing

Is the timing of the advertisement important? It's too important! We tend to overlook this element in the past.

Users in the network use of different attitudes and behavior patterns, the acceptance of the degree of advertising may be different:

in terms of attitude, ads exposed to passive mode (such as web window ads, commercials on TV shows) are susceptible to resentment; advertisements that come in contact with active mode (such as subscription mail ads, newspaper classifieds) are easily received. As far as behavior is concerned, a user's exposure to an ad in a targeted search pattern tends to be overlooked as a distraction, while the opportunity to notice an ad increases significantly in the casual browsing mode.

Users from entering the site to leave, will be based on their own goals to complete a series of tasks. In the process of each small task, the user's attention is mainly focused on the current operation, when forced to insert ads, it is easy to have a negative experience. Therefore, we should pay attention to analyze the user use of the site/product main task flow, do not interrupt in the main task, interference users. You can use a number of gap ads (Interval AD), Task node ads (post-task AD), Situational assistant advertising (contextual approaches), precision advertising (Target audiences), To ensure that the user does not get the attention of the content in the peak of the advertising interference.

In short, the "timing" aspect, as far as possible according to user goals, in the right place, the opportunity to display ads.

Here are four aspects of the good advertising experience that are worth paying attention to: F-form, A-emotion, C-content, T-time. In fact, not the "law", just easy to understand and memory, took the "FACT" name.

Advertising and user experience, is an interesting and practical value of the topic, here to talk about, want to hear everyone's ideas:

Source: http://uedc.163.com/2110.html