Collectivization of online advertising: improving user Impressions

Like everyone else, I have a hobby on the internet. Oddly, this is not http://www.aliyun.com/zixun/aggregation/1560.html ">facebook or Twitter, but a daily email."

Every day I get an HTML message from Groupon. The service is a service for a specific city, where the new trends in local restaurants, hot springs, bike shops, cinemas and so on are available. If a specified number of consumers buy a particular offer together (for example, a 50 dollar coupon for a meal worth 75 dollars for dinner, or a one-third of the stadium for the Chicago Cubs game), then everyone can enjoy the discount. Groupon calls it "buy power".

Group buying power has been implemented elsewhere in the network, though perhaps not in such a public way. However, consumers ' response to and use of such online advertising is obvious. It seems that they are finally beginning to see the value of digital advertising and how to make the most of these ads to their personal interests.

Marketers have been trying to convince internet users over the years that they are ultimately looking at the best interests of the user. Because if they do not provide targeted advertising in an interactive way, they will not achieve any results. Now they may accept the new idea that they have a lot of control over advertising in the way they interact with them, a power that rivals the power of marketers to create and deploy ads.

On this point, we can see something on Facebook. Facebook users can visit a section called "Billboard", which focuses on all of Facebook's ads. Users can find the page by clicking "More Ads" on the right side of the text ad.

The Web page is always available and its advertising content remains updated. So if someone misses an interesting ad by refreshing the page or rushing to click, the user can search the ad board and watch it.

Here we first put aside the question that the presence of billboards could harm Facebook's advertisers. Because their advertising point rate is slightly lower than the competitive ads on the billboard. Advertising boards represent something more important than a simple advertisement. It shows that when advertising is related to the interests and needs of consumers, consumers want to see these ads, and they are willing to actively find them out and further explore the products in the ads.

So why would they want to look back at an existing ad? Facebook's ads range from special offers to discounts and giveaways. All of this is based on user profiles and is run for each Facebook user. And we find that other ads on Facebook offer incredible, immersive entertainment experiences.

Over time, it is this correlation and excitement that makes consumers no longer reluctant to appreciate online advertising. They no longer think that the ads they see on the web are irrelevant or annoying. The exact opposite is true. An increasing number of users believe that these ads are appropriate, compelling and memorable to their lifestyle.

For marketers, this is a higher peak to climb. We now have a lot of technology: behavioral positioning, demographic tracking, background marketing, and so on, so that ads can match those most likely to respond to advertising. But we have more work to do to make sure we get in touch with consumers through advertising positions, information and innovation.

Let your ads be found by those who are interested

As a revelation from Facebook, marketers can consider creating a special page in your brand or product website that includes your current campaign. Giving consumers the opportunity to find and interact with websites outside of third party sites, and in the context of your brand, may increase the rate of ad interaction and expand the coverage of advertising by attracting users who have previously missed those ads. Your analysis may show surprising data about how many potential customers choose to view your ads in a brand context.

Improve the user's affirmation to the brand

Build partnerships with websites that offer quality content and have a loyal audience. Research has shown that user experience can affect consumers ' perceptions of search engines and portal advertising brands. The better the relationship between users and websites, the more they will feel about your brand through advertising.

Let consumers have control over advertising

Let users have some control over how and when to interact with the ads, such as sliding the mouse can enlarge the advertising screen; Click to play the video, you can manually adjust the volume and so on. To always make it easy for users to replay ads, you can repeat a piece, and so on, so that users feel that they are controlling the ad.

In general, the target audience slowly began to accept the online ads and the controlled advertising experience that we have been providing. They waved the power rods in their hands, scrolling more aggressively than ever, clicking and buying ads. If we can put our user-related and creative ads in front of them and remind them that they have control over it, then maybe we really end the hostile relationship between the media buyer and the Internet user.

(Original: September 3, 2009; compilation: Zeng Cui)