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Does Twitter Influence Smartphone Purchase Decisions in Any Way?

Posted August 10, 2017 by Rashmi D @ 10:53 am

The social site claims that users tend to spend more on buying smartphones after seeing ads on Twitter

smartphone purchase decision

Making the decision of purchasing a smartphone is not easy because the devices are a significant investment. A recent study conducted by Twitter in association with Nielsen and Foursquare, tried to figure out the role of social media network throughout the decision-making process. After seeing ads on Twitter, the research found that customers spent almost 6.8% more with mobile wireless carriers. They dug into the data, provided by the local search and discovery service mobile app, Foursquare.

These three companies analyzed in-store foot traffic for T-Mobile USA, Verizon Wireless, AT&T and Cricket Wireless and found that ad campaigns on Twitter generated 23% more visits to these brick-and-mortar stores. In addition to that, mobile carrier campaigns and offer based tech generated an average return on ad spend of $ 2,184. It means twitter users are 2.4 times more influenced than non-users by ads from mobile device manufacturers and mobile carriers.

Twitter, Nielsen and Foursquare found that the people, who love travelling, enjoy fast-casual food and like sports, are most likely to make purchases in brick-and-mortar stores and visits budget-friendly travel locations. While these people prefer to shop online, they also love to live in big cities, and frequent cultural destinations like art museums, movie theaters and high-end travelling locations such as airport lounges, hotel bars.

While leveraging the social network target abilities, Ryan Kiernan, Twitter research analyst suggested that mobile carriers need to pair customer data with the social network’s growing slate of livestreamed sports content and in-stream video ads. According to the research, 56% of Twitter mobile users say when they are buying a product or service, that they are influenced by content on Twitter. It is also true that Twitter’s popularity as a platform that influences smartphone purchases is not a very recent development. Promotion campaigns on Twitter have always impacted smartphone purchase decisions.

Filed under: Digital

CPC Format of Advertising is the Most Optimum Way

Posted by Rashmi D @ 2:56 am

With the internet majors like Google and Facebook making efforts to not charge advertisers for unintentional clicks, CPC format gets even better

Cost Per Click

Recently, Facebook announced that it won’t charge advertisers for unintentional clicks on their advertisements by users. This is a very important development for CPC (Cost Per Click) advertising because it further improves the filter that determines the advertisers ROI. Google, the other internet major that sets trends in online media, has already been using this filtration process for the benefit of their advertisers. It goes to show how important the advertisers are for the internet platforms and it also shows that the customer is truly cared for. After all, in the B2B context, the advertisers are the customers of platforms like Google and Facebook among others. However, not everyone is happy about this development, especially the publishers whose websites and portals are the direct beneficiaries of advertising revenue.

Why this development will strengthen CPC

This has been a major issue of grievance for advertisers because of the nature of online advertising today. The bulk of the advertising comprises pop up ads that is not always used rationally by the publishing websites. There are websites with quite heavy traffic that charge exorbitant rates for advertising on their platforms but do little to streamline the process to improve user experience on their sites. The lure of more and more advertising revenues have led them to allow more advertisements to be displayed on their websites than possible.

As a result, there is overcrowding of advertisements on their websites which lead to the increasing incidence of pop up ads almost all over their webpages. This makes of poor user experience because it becomes very difficult for the users to navigate through all these ads popping up every now and then. On certain sites, it’s literally difficult to read an article or a blog because there are hyperlinks all over the content. The moment the cursor touches the link an ad would pop up and then the usual annoying wait would follow till the ad gets loaded.

For the publishing website this kind of accidental clicks means money and more money. Who cares if the clicks were intentional or not? As long as there are ads there will be clicks and that’s all that matters. Not anymore, says the big boys of the internet, Google and Facebook. CPC is a critical part of online advertising and it needs to be handled with a lot more care than was being done so far. Going by the thumb rule, it is the user who needs to be treated with a lot more sensibility and respect than many of the publishing websites care to do. It’s the user traffic that makes or breaks a website and nobody understands it better than the giants like Google and Facebook.

CPC advertising ensures optimum ROI

There is nothing better than to know how many times your ad has been clicked because it gives you an idea of the kind of response your ad is generating. However, if the bulk of the clicks don’t result in traffic that bounces out of your webpage no sooner than they land on it, there is something wrong, and it need not necessarily be your ad design. As it turns out now, it is because your ad has been unintentionally clicked by a user who is not interested in what you’re offering. As an advertiser, you don’t want that to happen because every click on your ad costs you money.

This is where publisher discretion gains importance. Publishers should allow only that much CPC advertisements on their websites as can be possible. And how are they to do it? Not very difficult – they need to automate their pages in a way wherein user experience is not affected by out of turn pop up ads. Right now, with marketing automation having a free run of web pages, it has become difficult for publishers to really take user experience more seriously. They think the user has no choice but that can be a big mistake. The user should not be taken for granted.

When CPC advertising follows certain rules, especially those that have a direct relationship to the very essence of the internet, which is to ensure optimum user experience, everyone in the chain stands to win. If publishers want to corner all the benefits and marketing automation suppliers think they can go on handing newer variants of their tools to the publishers to make life difficult for the users, they’re now up for a little surprise. Rules are now being rewritten by the market leaders and the rest would do well to follow these rules. Eventually, it is not just the end user who wins but also the seller who has nothing between him and his customer but his ad. If that medium works as well as it is known to work, everybody, in the chain will be happy.

Filed under: Digital

Advertisers on Facebook Won’t be Charged for Unintentionally Clicked Ads

Posted August 9, 2017 by Rashmi D @ 8:47 am

The unintentional clicks happen mainly due to pop ads that appear suddenly and upset the users’ browsing flow

unintentional clicks

We all have had moments when we were scrolling or clicking through a website or mobile app and ended up clicking on an ad without exactly intending to. For the user it’s just a click gone wrong and it’s no big deal but the poor advertiser would have been charged for the click. Now, Facebook is modifying its policies and things up a bit in the advertising front, especially how it charges advertisers for click-based campaigns.

According to Facebook, ads will be categorized as unintentional, as if, a person accidently clicks an ad on a mobile device, immediately retracts within few seconds, they will not be charged to the advertisers. So the advertisers on Facebook need not to worry that they are paying for users who unintentionally clicked on their ads. Facebook wants to be transparent in its relationship with advertisers. Now advertisers will be able to see how many actual clicks an ad received and impressions, caused by bots doesn’t show up on their bills.

Facebook wants to be transparent in its relationship with advertisers; publishers may worry that this change could hurt their bottom line, but according to product marketing manager Brett Vogel the “vast majority” will not be affected, since ads aren’t driving a significant number of unintentional clicks and this change is, for the good of the ecosystem.

Not only Facebook, Google also focused on this issue and its efforts to restrain accidental clicks on mobile web have prevented tens of millions of unintentional clicks. This collective effort helps improve experience with mobile ads and puts pressure on advertisers, publishers and tech companies to use formats that are less annoying. Facebook also introduced a number of changes to the way it reports total campaign impressions. It’s now going to report total campaign impressions including both total billable and non-billable impressions.

Filed under: Digital

CPM or Cost Per Thousand Impressions of an Ad on a Webpage

Posted by Rashmi D @ 3:58 am

It is one of the cheapest advertising options as the cost could be just a few dollars for a thousand impressions on a webpage

Cost Per Thousand Impressions

In CPM, the ‘M’ denotes the Roman number 1,000 and this often confuses people. Rather than going into the reasons for cost per thousand not being abbreviated as CPT, this blog will look into the role of this form of advertising in marketing. If the objective of the advertiser is to simply make a single line announcement and not aim for clicks on the advertisement, this is the ideal option. The impressions will be calculated on the basis of the traffic on the particular webpage where the ad gets displayed. Of course, it depends on the marketer to offer a click option in such an ad and there’s really no harm in doing that. After all an announcement in a single line or just a couple of lines can’t be the same as providing the reader with all the details of the event or offer for which the ad was displayed.

The cost factor

Not all advertisers have the kind of cash or resources to pay for an ad that gets clicked and there could be a number of reasons for that. The business could be new, just a startup and only wants to let its audience know that it is present in the market or maybe, just wants to announce about an event it is organizing. It could be anything like a webinar or a seminar or a roadshow to launch a new product or service. It is important for the designer of the CPM ad to include the most important message in as few words as possible so that the ad doesn’t appear cluttered, which can put off potential readers.

Many businesses just want to continue advertising the same message or the same set of four or five or half a dozen messages for months or even a year. It could be part of their marketing strategy to just hammer the same message over and over again to ensure the reader or potential customer knows the name of the brand being promoted. Similarly, the brand identity would have a logo and a particular color scheme for the ad design, which could perhaps be the same as the color scheme of its product packaging. Customers begin to recognize the brand’s products on store shelves and may decide to buy it at the store rather than online. There are different ways that a marketer wants his CPM ad to work.

ROI is not well-defined

It is clear that this kind of advertising has its limitations as far as ROI is concerned but then, it is also the cheapest form of advertising online. Smart marketers would know how to make the best use of this kind of advertising space and we all know that startups that usually prefer this form of advertising, have some of the best marketing brains working for them. It all depends on the resources at the disposal of the startup and the consequent strategy it adopts in its CPM ad campaign. As already mentioned, it is the mix of messages that will make or break such an ad campaign.

The messaging needs to be crisp, clear and clean. There’s no scope to play with intrigue that many of the award winning ads show. In the cost per thousand impression arena, it’s a simple sales ad pitch that will be effective, e.g. “Webinar on admissions in XYZ University on 10 October”; “For more details check www.abcxyz.com.” Depending on how the advertiser wants to run his campaign, he could amplify his messages by running another set of CPM ads that gives more details about the webinar such as the name and credentials of the speaker/s as well as the theme of the webinar.

If the speaker happens to be someone famous, the ad will anyway get noticed. If the speaker is unknown, the ad campaign will make him known. That doesn’t mean he’ll become a star overnight but as already discussed, this form of advertising is the best bet for those who are just starting out. The cost of a CPM ad campaign will not always be cheap because there are some premium websites and portals where the ad space is very expensive even for this form of advertising due to the incremental value of the brand image of the website. Startup marketers are known to be the best exponents of optimization of resources with aggression.

They believe in working harder to achieve their objectives and would rather minimize the share of their CPM advertising on premium websites and maximize the share on non-premium websites. That requires an enormous amount of number crunching with analytics and all the advanced tools that effectively make the marketing funnel what it is. Of course, advancements like artificial intelligence and internet of things are making it easier to work on analytics but they too, don’t come cheap. So, for the poor startup marketer there’s no way out but to burn midnight oil on analytics at least till his campaign brings in the expected cash.

Filed under: Digital

Marketers Need to Adjust to the Fast Pace at Which Online Advertising Evolves

Posted August 8, 2017 by Rashmi D @ 11:45 am

It is online advertising that is overwhelmingly dominating the advertising business and looks good to converge in the near future.

on line advertising

The world of advertising has been evolving at a rapid pace in comparison to all other industries because it is usually among the first to adapt to technological changes. Two-thirds of all advertising revenues in the United States today is generated by online advertising which includes digital and mobile and it is set to occupy four-fifths of all advertising in the country by 2020. It’s not abnormal at all because that is just an indication of the impact of technology on media which carries all the advertising messages to the audience. The importance of internet based platforms like digital and mobile have no parallel as these are now the most preferable options for the consumer. However, this scenario itself is changing as platforms themselves are converging since TV and radio content is available on digital and mobile.

All advertising will converge

A look across all the available formats suggest that almost all the traditional media platforms like newspapers and magazines, radio, TV, billboard and in-store among others, have an online dimension. In the case of newspapers and magazines, radio and TV, the online convergence has already taken place and today, you have smart TVs and internet radio among a lot of other smart stuff. The newspaper and magazine as we knew them, has stagnated, and it’s only a question of time when the hard copies of these mediums stop getting printed. Of course there’s a vociferous group of traditionalists (mainly baby boomers) who maintain that printed newspapers and magazines won’t ever die.

People are entitled to their own opinion but statistics don’t lie. An entire generation in the United States has grown up getting its news from internet. When this generation takes over the mantle of baby boomers, they won’t be arguing about whether the printed newspaper or magazine would become extinct or not; they might be talking about different other things like the impact on online advertising on people’s browsing time, etc. They could be the ones who will trigger another interesting convergence – among the different demographies on use of the internet and platforms and technologies that drive it. That’s when all advertising will converge seamlessly across all the platforms that will converge.

How crucial is MA (marketing automation)?

Marketing automation is what drives online advertising today. Online businesses that are earning advertising revenue are the ones that employ the tools offered by marketing automation providers. They have the option to choose an entire suite of MA tools or pick and choose specific tools as per their requirement. The other aspect of MA is that it is expensive and should not be used unless an ROI projection is provided. Of course, the user should be familiar with the tools he buys in addition to be able to manage the dashboard all by himself if needed. It is mainly about grabbing the customer’s attention and then feeding him as many options as possible.

Marketing automation companies are more than happy to provide them the ‘offers’ endlessly to somehow overcome their reluctance to bite the bait. There is no doubt that this is a strong barrier, and so there is another set of tools offered by MA firms that ‘specialize’ in developing these ads that pop up on customers like little ambushes. Of course, there are also ‘free’ pop up blockers that users can install on their devices, like so many other things in the internet, but most of the time, they’re not really effective. If there can be even a little effectiveness of the popup blockers it would be considered quite good for the consumer using free services.

An all round perspective of the customer offers marketers a few ideas for success in implementing a people-based marketing strategy. Online advertising needs to be more effective and campaigns should be able to make use of media platforms to target customers in innovative ways. MA helps integration of campaign tactics and provides the data that enables it, which makes it possible for marketers to engage customers in a relentless manner. This may be a simple concept but it is challenging to execute. For marketers to make it work, they will have to manage inbound channel interactions efficiently, using advanced technology to provide more offers that are meaningful to the customer.

MA helps marketers achieve better customer response by linking their experiences over time, using the right platforms and programs to manage long term customer value and optimizing investment in marketing tools. An area of prime concern for marketers is brand safety especially when their online advertising campaigns are sometimes abused and misused by net criminals who use them in their spam messages and mailers that often carry malware. It remains to be seen whether publishers are willing and able to ensure that such abuse and misuse of brands don’t happen on their platforms.

Filed under: Digital

Voice AI is Going to become a Reality Very Soon

Posted by Rashmi D @ 8:21 am

Simple appliances and gadgets that we use everyday could become the platform of search in future

Artificial intelligence

Today’s AI is becoming a widely used technology that brings enormous change in social, political and cultural spheres. Virtual assistants like Siri, Alexa and Cortana revolutionize the way the users are interacting with the machines. A voice AI platform called Voysis, gives organizations an option for customization and complete voice AI platform, which provides the ability to connect with users in a more intuitive manner, on mobile or online devices.

According to the eMarketer, 45 million voice assisted devices are being used in the US today and by 2019 this number will rise to 67 million. Ian Hodson, architect and former head of text to speech in Google, said, people are familiar and recognize the voice recognition technology. Amazon Echo and Google Home are expected to become the default platform of choice as machines understand humans in easier and better ways.

Alexa is a artificial intelligent personal assistant, made popular by Amazon Echo. Steve Rubuchin, VP of Amazon Alexa, said, “Our vision is that customers will be able to access Alexa whenever and wherever they want,” and now customers can talk to their cars, refrigerators, lamps, thermostats and other devices in and outside their homes. According to the Google assistant product lead Hafsteinsson, now the goal of the organization is to create personalized user experience that can manage tasks, helps to get things done, answers questions and much more.

Jared Belsky, president, 360i, points to comScore data that forecasts 50% of all search will be via voice tech by 2020; he says, “In the near term, (organic search) is going to be the way to get your brands represented for Google Home. Then ultimately, the ads auction will follow. You’ll be bidding to get your brand at the top of searches. I believe that’s the way it will go. Think about it—it has to.”

Filed under: Digital

For Marketers, Instagram is a Much Better Option than Snapchat

Posted August 4, 2017 by Rashmi D @ 11:35 am

Instagram offers a much wider choice of industries to use its stories platform compared to Snapchat, which is a critical difference

instagram vs snapchat

The competition of ‘stories’ platforms, Instagram and Snapchat, is turning out to be a no-competition going by the latest stats from a report by L2, a digital media rating agency that benchmarks the performance of over 1,800 brands across 14 industries globally. L2 had been studying 89 brands that maintain both Instagram and Snapchat accounts and found that Instagram Stories attracted more than twice as many posts from social media marketers compared to Snapchat Stories. The stories posted on Instagram were 1,347 against 614 posted on Snapchat. The report also found that 72% of Snapchat Stories account for posts from beauty brands, 13% accounted for retail brands, while travel, automotive, consumer electronics and activewear brands accounted for about 15%.

The other metrics that prove the point about Instagram racing past Snapchat is that 200 million people watch Instagram Stories every day as compared to 160 million that watch Snapchat. On Instagram advertisers can get swipe-up links, linked influencer tags and check out buttons that allow users to shop on the app. On Snapchat, brands only get advertisers’ links and a user base that doesn’t like ads. The L2 report warns, “As Instagram becomes the mainstream choice for brand Stories, Snapchat risks being niche-ified.” Snapchat needs to find ways to stop its slide before it’s too late.

The L2 report further noted, “Instagram has integrated ecommerce handoff technology into Stories, namely swipe-up links leading to brand sites, linked influencer tags, and checkout buttons that support brand efforts to move beyond engagement metrics and render their live video content shoppable. Snapchat, meanwhile, has made few adjustments to its Stories content tools, limiting the ability of brands to leverage owned content for ecommerce.” It’s been over a year that Snapchat has been up against the supercharged growth of Instagram backed by parent Facebook’s might.

Filed under: Digital

Search Advertising is One of the Best Options for Marketers

Posted by Rashmi D @ 3:54 am

In online marketing, search advertising is one of the better options because it is consumer-driven and based on keyword search

search advertising

The process of displaying ads on SERPs (search engine result pages) showing results after a particular keyword has been searched by a user on a search engine, is search advertising. Search engines also display ads on web pages across different websites using similar advertising methods. For advertisers, this kind of targeting that matches the searched keyword is a highly attractive advertising option. Consumers feel encouraged to click on such ads that appear on SERPs as these are directly related to the keywords they search, that again could be directly linked to what they intend to buy, e.g. ‘white formal shirt.’ Customers are inclined to click on such ads on the search engine as it offers them wider purchasing options in addition to the other results on the SERPs.

Better quality

The other advantage with search advertising is that most consumers consider them less intrusive than popup and to some extent banner ads that play havoc with the user’s search for specific information or even his purchase journey. Generally, the ads on the SERPs are in line with what the consumer is looking for and in many cases it could even be way better than many of the results on the first SERP. It’s well-known that in search metrics that the first SERP is what matters as 90% or more of the users don’t go to any other page. These are not free ads made available Google and other search engines; these ads have to be paid for and that makes them qualitatively better and closer to the search term.

Time is of great essence to the online consumer because he needs to look up as many options as he possibly can. If his search is disrupted by unwelcome popup ads that may not be as close to what he is searching for, it will only add to what he considers, wasted time. However, with sponsored or paid ads, that is not the case as they are mostly in line with the searched keywords and they are as good and sometimes, even better than the other results on the first SERP. Over time, search advertising has become another viable option for the online marketer in addition to search engine optimization and social media marketing.

How it works

Search engines sell these ads to advertisers and media buying agencies on the basis of keywords. In many ways, it is based on what is known as organic search wherein the user’s keywords generates the SERP. This SERP determines the cost of the ad as keywords are ranked according to their popularity. Hence, an ad on an SERP for a keyword that is very popular is going to be way more expensive than one on an SERP which is not as popular. The cost is also determined by a few other factors but primarily, it is the popularity of the keyword being searched that determines the cost of the ad.

Advertisers interested in buying search advertising space on SERPs are required to bid for the space on auctions that sell such space based on keywords and their popularity which determines revenue potential of the SERP. We know that search engines have indexes of web pages that list the pages on various attributes complying with the specific updates of the search engine. A particular kind of software robot, known as web crawler is used by the search engines to build the index listing the web pages. They use this indexing technology to determine the value of the ad space on the particular SERP based on the keywords.

Consumer-driven search

When the website owner makes his web page available for displaying ads on a search engine, the embedded indexing determines the cost the buyer of the ad space will have to pay and the ad revenue the web page owner will earn. There are many ways to look at the opportunities that search advertising offer to not just the search engines and the web site owner but also to the advertiser or marketer. For the marketer, it amounts to organic traffic into his site which often ends in sales conversions since the consumer comes with a predetermined aim of making a purchase. After all, he had searched with the specific keyword which is the item he wants to buy.

In any website analysis, organic traffic, which is the traffic that comes to a website from search engines, has a special place. It indicates higher quality of the website getting this traffic because it is most likely that the user would have searched with a particular keyword that is relevant to this website. It therefore means that this website ranks very high on the first SERP, especially on the top five. That’s the space for which the most popular web pages compete and it is sometimes occupied by ads because even search advertising depends on the popularity of the website that is displaying the advertisement.

Filed under: Display

Some Remarkable Stats That Marketers Can’t Afford to Ignore

Posted August 3, 2017 by Rashmi D @ 11:21 am

P&G tones down digital spending; elsewhere, how digital advertisers are doing much better; Google and Facebook keep growing

digital stats

The digital marketing world is currently changing at a very fast pace and it is critical to learn and know about most of the updates. In order to cope with this large and complex market as well as to maintain and expand customer base, you need keep up with the latest trends and beat the competition with them. In the last couple of days, throughout social media marketing and digital advertising, there were thousands of interesting stats that grabbed our attention.

Visual-oriented platform is getting popular

Over the past year, most of the brands have become more visual-oriented. This trend is going to increase in 2017 because when the information is embedded with images, people are more likely to keep that information for a longer period. Studies revealed that 80% of the people are willing or love to read the content with colored visuals and the content with relevant images gets 94% more viewers than the content without images. There are about 65% marketing executives who believe that they can communicate their brand story in a better way using visual assets like images and videos.

After launching, in less than a decade, the more image-driven platforms like Snapchat (launched in 2011), Pinterest (launched in 2010), and Instagram (launched in 2010) gained popularity and growth in 2017.

From May 2015 to May 2016 – daily video views increased from 2 billion to 10 billion and by the end of 2017 on Snapchat. It is predicted that this number will increase to over 217 million. The growth on Pinterest in 2015 was 135%, which is higher than on any other social media platform. About 83% users do their purchasing only after looking at Pinterest. In 2016 Pinterest reached 150 million active monthly users. In 2015 Instagram usage nearly doubled as compared to 2013 and from August 2015 to December 2015, impressions on Instagram rose from 50 million to 670 million. In 2016, for marketing purposes, approximately half of the US brands were using Instagram.

Live-streaming video is getting popular

Already many companies started live- streaming video, for sharing and building their brands. Just few weeks ago, Acura set up a racetrack in EI Toro, California at Marine base and invited four influencers to drive their cars around the course. The company gave the drivers augmented reality-equipped helmets that covers overlaid HD graphics on top of the real world, that look like they are driving through jungle and snowstorm, thereby making them difficult to stay on course. To watch the hour long broadcast, there were more than 500,000 people tuned into Facebook and Twitter. By the end of broadcast the figure reached a total of 3.58 million people.

There are other stats from the online advertising companies such as Factual, a location data company, which orchestrated a deep data dive into how CrossFit trainees—or CrossFitters—behave offline. They found 231 percent CrossFitters are likely to work in online advertising.

Filed under: Digital

Pop Advertising is a Like Double-Edged Sword that Needs to be Used Rightly

Posted by Rashmi D @ 4:14 am

When used optimally and on the basis of well-planned strategies, pop advertising can deliver excellent results

pop advertising

The history of pop advertising began in the 1990s when a young web developer by the name of Ethan Zuckerman came up with a code to develop a window that was needed for a ‘fire-fighting’ operation of an automobile manufacturer whose online ad campaign came under malicious manipulation. The ads of the automobile maker had begun appearing on a porn site, which the advertiser hadn’t planned for or approved, and was anxious to neutralize. Zuckerman, who worked for a web developing company named Tripod, was part of the team that was working on the solution to the problem, and eventually came up with the code that is sometimes compared with discovery of the nuclear bomb with all its nuisance value in addition to its normal uses. It was the first pop up window and it was for a good intent – to cover the ads of the automobile maker every time it appeared on the porn site.

Users’ worry; marketers’ joy

Much like Albert Einstein, who is credited with developing the formula to make the atom bomb, Zuckerman, also realized that he had created a Frankenstein’s monster which has gone out of control. In 2014, he apologized in a post he had written for The Atlantic – “I wrote the code to launch the window and run an ad in it. I’m sorry. Our intentions were good. It’s obvious now that what we did was a fiasco, so let me remind you that what we wanted to do was something brave and noble.” It’s quite another thing that today, if there’s anything a user dreads other than his device malfunctioning, or his internet connection running out, is a pop advertising window ambushing him every now and then.

For the marketers, it has never been better as more and more sophisticated ways of grabbing the attention of consumers are developed by marketing automation companies. For instance, when a consumer goes to a shopping portal to buy a red shirt, she would be bombarded with pop advertising right through her purchase journey, offering her not just shirts of other colors that she prefers, along with trousers or jeans from brands that she likes, or any other thing that she has shown her preference for. Online shoppers have come to accept it as a way of life but it is also true that this has turned the entire online shopping environment into that of a flea market with sellers hollering all over.

Technology comes to the rescue

Internet users have always lived in the most interesting of times, with advancements and innovations in the use of the technology taking place like nowhere else. In fact, every aspect of life is now connected to the internet in some way or the other. If it is not, it’s not what has come to be known as “smart” – smart phone, smart watch, smart TV, smart microwave oven, etc. In other words, if you’re not using devices or appliances that are not connected to the internet in some degree, you’re not smart. Similarly, for the smart internet user, there is now a tool available, called pop up window blocker.

So, it’s not only the marketer who’s having all the fun. The consumer too has been blessed with some of these tools that can help him outsmart the marketer at times. However, it’s not always that pop advertising windows can be blocked by the consumer. For instance, there may be sites that are designed to outsmart the popup window blockers of the user. In fact, these websites invest huge amounts of money on marketing automation technology that can overcome these barriers – yes, for the marketers, these popup window blockers are barriers on their way to getting closer to the consumers.

Marketers would surely like a good return on their investment and their technology providers are only too happy to provide them the ‘solutions’ that help them overcome these barriers. On the other hand, there are another set of technology providers who ‘specialize’ in developing these barriers to pop advertising, like pop up blockers. Of course, like so many other things in the internet, there are also ‘free’ pop up blockers that users can install on their devices, but understandably, they’re not really effective. For the consumer using free services, even 25-40% effectiveness of the popup blockers would be considered quite good.

The way pop advertising windows are used by businesses to upsell their products is not something the online shopper likes because it is nothing less than annoyance for him. But in a fiercely competitive world, privacy comes with a premium price tag attached, which the common consumer can’t afford. In the meantime, marketers bring ever more powerful technology to break through the popup blockers that many smart consumers employ. It’s a tug of war which the consumer is not winning right now but who knows, there could be a time when pop advertising can be regulated better.

Filed under: Display
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