The age-old question of "who sees my ad" continues to plague advertisers.
Digital advertising now allows advertisers to get a better read on who looks at their ads and how long they spend looking, as well as lots of other information about us that we'd probably rather they not have. Ever wonder why, after you go to a site to look for information on travel to, say, Mexico, you all of a sudden start getting pop-ups and emails advertising destinations in Mexico? It's called behavioral tracking.
With radio, simply hit the button to go to another station. Now, we have ad-free satellite radio or subscription services online like Pandora.
Back before DVRs or home video recorders, the only recourse we had to avoid ads on TV was either switch the channel (which pre-remote meant getting up to turn the dial) or leave the room to raid the refrigerator or take a quick bathroom break. Now, we simply click and the ads that marketers spent tens or hundreds of thousands of dollars to put in front of us quickly zip by.
As our TV viewing habits are changing, advertisers are trying other ways to force us to watch their messages. Video on demand (VOD) from the networks usually disable the fast-forward feature on your clicker, so you have to watch TV the old-fashioned way -- ads included.
But the hot area these days for ads is online. We're close to the point where advertisers will be spending more money for online ads than for ads in traditional media. But even as this is happening, we consumers are finding ways to avoid the ads aimed at us on our computers, tablets and smart phones.
Banner ads have been shown to have limited impact on consumers. They're on our screens, but we tend to ignore them. Advertisers now use pop-ups that dominate the screen and override the content you're trying to view. Those pop-ups often have a box or circle with an "x" which you can click to have the ad go away. But advertisers are making those boxes smaller and harder to click on, especially if you're seeing them on a tablet or phone.
As a story in The New York Times recently said, it's becoming like the wack-a-mole game... trying to find the little "x."
This silly game becomes frustrating for consumers, and it hardly endears them to whatever product or service is being advertised.
One possible solution is to take a cue from pre-roll ads that pop up on some You Tube videos. There's a message, easy to see, that indicates that you can close the ad after 5 or 15 seconds ... and you see the time counting down. The viewer knows there will be an option and that he or she will just have to endure 5, 15, or 30 seconds before getting to the desired content. It's not as annoying as other pop-ups, and if the advertiser has created a compelling ad that catches you in those first 5 or 15 seconds, the consumer may opt to watch the entire ad, which could be 30 or 60 seconds, or even a lot longer.
It takes creativity. You can't simply use a regular TV ad and put it online. But if it works, it's win-win for both the advertisers and the consumer. It's a lot better than playing cat and mouse to try to avoid an ad.