If you have the sneaking suspicion that your digital ad spend isn’t working hard enough, it turns out you’re probably right.
Hundreds of millions of pounds and dollars are being wasted each year on digital ads which are served but never viewed.
New figures from comScore show that more than half of digital ads (54%) are never seen by consumers. It’s a colossal waste, and demonstrates the need for brands and marketers to reassess their digital marketing approach.
The success of mobile as an advertising medium depends on shifting people’s perceptions about what advertising looks like.
Consumers want choice, control and relevance if they are going to interact with a brand. If an ad’s easy to ignore, it will be; if it intrudes upon consumers’ content, they’ll naturally start to resent the brand that’s interrupting them.
Give mobile users choice over whether and how they view an ad, however, and brands can achieve the recognition (and even the affection) that traditional mobile advertising has so signally lacked.
Even Q’s most ridiculous gadgets of the past Bond films never went so far as presenting 007 with any sort of mind control device.
Perhaps such ideas, whilst hot topics in the late-50s and early-60s, were deemed too absurd for a series that has featured a laser watch, a cigarette that fires a rocket and, of course, an invisible car.
As the Bond franchise marks its 50th anniversary with the film Skyfall, another 50th anniversary – the debunking of subliminal advertising – would no doubt get missed.
In 1962 market researcher James Vicary finally revealed in an Ad Age interview that his 1957 experiments in subliminal advertising were a sham.