A few years ago I took a vacation to Cabo. It was beautiful and relaxing … except that every time I tried to relax on the beach and enjoy my surroundings, somebody wanted to interrupt the experience and sell me something. Sombreros. Ice cream. Water sport activities. Colorful souvenirs. Beach blankets. And you know what? It was frustrating. It wasn’t the experience I had hoped for, and it’s one I’d prefer not to repeat.
Do you realize that same type of thing is happening to consumers every day when it comes to online advertising?
There are certain types of digital ads that are like those beach vendors. Instead of displaying their wares in an enticing way and allowing consumers to come to them (like the nice locals I actually did buy something from in Cabo), these ads get right in the consumer’s face and make it difficult for them to do whatever they were trying to do online.
Since advertising money supports more than just businesses (think social connections, valuable free content and journalism), there’s a group called the Coalition for Better Ads that has developed a set of Better Ad Standards to try to improve consumers’ experience of online advertising.
Here are the types of digital ads the Coalition’s research revealed as the most intrusive and disruptive to consumers:
This month, Google Chrome is rolling out an initiative to improve their user experience based on the initial Better Ad Standards. That means they’ll warn sites that display these types of ads and block ads on those sites if their concerns aren’t addressed. And Google isn’t the only one taking action – you can expect to see others following suit.
So what does this mean for you? Basically, treat consumers the way you would want to be treated. Be considerate of the experience they’re trying to have. Ensure that your digital advertising strategy is focused on adding value for consumers and becoming part of their experience rather than interrupting it. Think about what’s useful and relevant to them, then offer it in a way that’s respectful.