Making Ads That People Love: Engaging Campaigns Without Annoying Your Audience

Have you ever been bombarded repeatedly with the same advertisement? Or have you used this strategy to reach leads? A recent study I discovered has some enlightening findings that will impact the way we market in the future. With almost 37% of internet users using ad blockers (eMarketer, 2021), marketers face a real challenge in connecting with their audience. In this blog, we’ll provide a synopsis of the research of Emory University, NYU, and Carnegie Mellon University provided by Ariya on how to showcase products without being intrusive. 

Their research looked at the impact of display ads on 5,000 individuals and found an interesting connection between ad exposure and annoyance. People who were familiar but not interested in a product had a 39.6% chance of annoyance after three exposures, and this percentage increased with repetition. On the other hand, those already interested in a product showed higher tolerance, with only around 3% becoming annoyed after three exposures and 53% after seven. 

Various factors played a role, including the type of ads (animated or static), income, education, and age. Importantly, using different creatives for the same product turned out to be a successful strategy in reducing annoyance. 

The research emphasizes the importance of recognizing the buyer’s journey stages—awareness, interest, and consideration. Passive exposure during the awareness phase might lead to annoyance, while interest in a product can increase tolerance. Striking the right balance is key to avoiding overstimulation and annoyance, regardless of interest levels. 

In response to these insights, companies like L’Oreal and Mondolez are strategically implementing measures to enhance the effectiveness of their display ad campaigns. Notable examples include the use of frequency caps and platforms like Google, which empower advertisers to set caps and use diverse creatives. 

For small businesses marketing products and services, navigating the changing ad landscape, finding the right balance between visibility and annoyance is crucial. Incorporating strategies like frequency caps, diverse creatives, and demographic considerations allows advertisers to tailor their approach, making sure ads resonate with audiences without becoming unwelcome. Embracing these strategies ensures that ads remain a valuable and engaging part of the digital experience.