I recently read some interesting trends raised by a US-based 2018 digital advertising survey so thought i'd share.
The first trend that really jumped out at me was that 72% of consumers don’t prefer video ads. That’s even though over 2018, video has been the biggest trend to get on board with in digital marketing for advertisers.
Is this because there’s now so much video content being pushed out there? I can understand that while there is more consumer demand for content that is more easily consumed on the go, the ads played before and during are becoming increasingly annoying. Take YouTube’s two new ad solutions. Consumers must sit through a minimum of five seconds of an ad, twice, before being able to watch the content.
While this grows ad spend for the publisher, it is having a negative impact on the consumer. Advertisers need to be aware of how they display video ads, to avoid annoying consumers by disrupting their user experience.
Another trend that stood out was 41% respondents saying they are more likely to click on an ad through desktop rather than mobile. I think this is true… I understand that consumers are spending more time on mobile devices - on social media, messaging and news - however ads that appear on mobile often disrupt the user experience.
What’s more, they are often clicked on by mistake. A piece of pixelate data research last year put an accidental click rate on smartphones at 13%! However, we are starting to see more focus on advertisers using more user-friendly ads and social platforms such as Facebook clamping down on ‘fat-fingers’ ads.
So, it didn’t surprise me when nearly half of respondents in this survey felt negatively towards online advertising, up 9% from a survey last year. As a consumer, I often feel annoyed by excessive ads when consuming content, particularly on mobile, but we all put up with it in order to access the content anyways… So, while frustrating, I don’t see this impacting both consumer content consumption online or advertisers spending, but I do predict a change in the way publishers serve ads.
7 in 10 consumers do not prefer video ads over other types of online advertisements, despite predictions that video would be a major trend in 2018. Nearly half (43%) of respondents felt negatively toward online advertisements—up 9% from a similar survey conducted in April 2017.