Commentary

Buyers Survey Suggests The Ad 'Experience' Needs A Fix

Boy, this sounds familiar.  A new study says digital video advertisers would like to fix the whole advertiser “experience” for viewers, ranging from the quality of the ads they see and the number of times they see the same message.

While they’re at it, advertisers would like to see ads that show up where the audience would be inclined to be interested in the first place.

All those observations,  it would seem have been heard before though there’s news in the fact that we’re still hearing them.

Advertiser Perceptions interviewed 242 online video advertisers (45% marketer, 55% agency, who rangied from media planners to creative directors and CMOs) who spend more than $1 million in digital/mobile video. The survey was taken between Oct 24 and Nov. 4.

Altogether, 46% of the respondents fault a “lack of creative diversity for a single campaign” among the top three reasons for a resulting lackluster ad experience, which is another way of saying that the ads don’t always work in the places they’re put.

advertisement

advertisement

As in, TV ads that are also run online.

The report says just 30% of creative departments repurpose TV ads on digital platforms, but overall, 60% of advertisers still do that, and 25% of those do it without editing those commercials a bit. For them, apparently, different strokes for different folks is just a lyric.

But blame the messenger, too: Among answers  given on a 1 to 5 scale, 80% think media could help by better use of dynamic ad insertion, 79% want better ad formats; 71% want publishers to declutter their sites; 67% want a cap on showing the same ad over and over; 65% want improved transcoding; and 75% want better ad tagging.

It would seem that none of these improvements would be items a publisher hadn’t heard several billion times, or been able to figure out for themselves.

Advertiser Perceptions last week released a report done for Trusted Media Brands, that said media buyers and marketers were insisting on brand safety for their clients, and want better targeting. Too. The trouble, that report said, was that 71% say brand safety is a problem when they buy programmatically on an open exchange.

The new report says some of the problems with digital advertising are caused by technological chicanery like ad fraud. Some are caused by lagging technological solutions like the lack of a widespread cross-screen measurement everybody buys into.

And some are caused by ad blocking, which in a lot of cases is the very outward manifestation that consumers are not having a good time with the experience.

All of that can work together to create a unappetizing digital stew--83% say a bad viewer experience has a big influence on the effectiveness of an ad’s results.

pjbednarski@comcast.net

@pjbtweet

2 comments about "Buyers Survey Suggests The Ad 'Experience' Needs A Fix".
Check to receive email when comments are posted.
  1. Ed Papazian from Media Dynamics Inc, May 15, 2017 at 2:20 p.m.

    I doubt that too many online users are bothered by the lack of a proper audience measurement system for ad sellers and buyers. As for creating better ads, yep---great idea. But it's not going to work until the cluttered, herky-jerky digital ad placement environment gets fixed and ads can actually be seen---from start to finish.

  2. Jonathan Hutter from EMHS (Eastern Maine Healthcare Systems), May 15, 2017 at 2:53 p.m.

    Whoever wrote this headline is a master of understatement. "Needs a fix" is up there with saying that Congress could be "tweaked" to be more effective. Or that our current political system promotes disagreement. 

    Imagine if the ultimate buyers -- the consumers -- voted on the ad experience? If it could be measured by readily obtainable ad blockers across media, the result would be a landslide. And many would be out of jobs. 

Next story loading loading..