9 {{ upvoteCount | shortNum }}
9 {{ upvoteCount | shortNum }}

what people actually want in ads

by ZephyrIon
8 replies
I read https://arminda.whitman.edu/_flysyst...ectiveness.pdf and came to a conclusion.

the effectiveness of choice-based ads in reducing perceived ad intrusiveness and improving attitudes towards the advertisement. The study found that giving viewers the choice to skip ads increases their perception of control and leads to less negative affect towards the ad.

Thoughts?
#ads #people #psyhology
Avatar of Unregistered
  • Profile picture of the author dave_hermansen
    Skip the ad that has already shown up? It's annoying that you have to click something to make it go away. Sure, its better than having to watch the whole ad, if it is a video, but they are annoyed nevertheless.
    Signature
    BizSellers.com - The #1 place to buy & sell websites!
    We help sellers get the MAXIMUM amount for their websites and all buyers know that these sites are 100% vetted.
    {{ DiscussionBoard.errors[11745596].message }}
  • Profile picture of the author Frank Donovan
    Before we set too much store by this academic study that was published in 2020, we should understand that it was carried out on a grand total of 72 participants - all art college students aged between 18-22. So not exactly representative of the population at large.

    An advertiser's job is to convince the public of what it wants, not ask them beforehand. We should all know that in marketing, theoretical answers seldom equate to eventual results, and the only measure that matters is the actual response.
    Signature

    {{ DiscussionBoard.errors[11745600].message }}
    • Profile picture of the author GordonJ
      Thanks Frank,

      Most of these "research" studies are conducted at colleges. And, depending on where, say the American Ivy League, they are prestige studies, Profs looking for some Tenure Cred, or publishing on their CV.

      Then, of those, like this study, a small group of students, very carefully chosen. In the Influence field, we see big name gurus (of the College Prof types) hand picking psychology students to do their studies and then a BIG conclusion is included in their latest tome.

      So, we may read that 76.8% of people perform better under green lighting (just making this up) and the next thing, all the downline information stream is painting their plant walls green.

      The thing is, what THEY know, is we, the public are not very bright. Truly. And because it was published in some journal of note, we don't examine the actual study, what and how many, where and when...but we take their CONCLUSIONS and make very irrational judgements about them.

      Having been in many real life focus groups, where money is on the table...and this came about because ONE marketer figured out that focus groups and studies are worthless unless their is any skin in the game.

      So, having been a participant and observer, I will stand by a study that has an exchange of funds, done over and over and has a cross section of the market, and not those studies which are prevalent and everywhere online these days.

      GordonJ

      P.S. Based on my 35 real life research, my ads have always been binary, you can see/read/listen to them or you don't. But now, after this amazing research, I'm going to make sure they have a choice, have some control.


      Originally Posted by Frank Donovan View Post

      Before we set too much store by this academic study that was published in 2020, we should understand that it was carried out on a grand total of 72 participants - all art college students aged between 18-22. So not exactly representative of the population at large.

      An advertiser's job is to convince the public of what it wants, not ask them beforehand. We should all know that in marketing, theoretical answers seldom equate to eventual results, and the only measure that matters is the actual response.
      Signature
      FREE report-JUNE only
      {{ DiscussionBoard.errors[11745638].message }}
  • Profile picture of the author Odahh
    Why not just live in a world where you believe no one wants to see your ad and it your job as a marketer advertiser to capture people's attention before they can skip.

    Instead of sorting mail over the trash can people now are watching the countdown until they can skip your ad
    {{ DiscussionBoard.errors[11745620].message }}
  • Profile picture of the author DABK
    I get ads on various platforms that I can skip and ads that I cannot skip. Each ad I see, regardless of skipability, makes me make a mental note to never buy anything from the company behind the ad.


    My mental notes do not last long, so, at least in theory, I bought from some of the advertisers... A few weeks or months later.



    But I do remember a few occasions where I did not buy something because such an ad. I am not 18-22 and they did not ask me.


    But I do exist and have opinions on skipability.


    Now, a few, very few, ads made me click. I did not care about skipability or lack of it.



    They were well targeted (unlike most) and I was ready to buy, so well-timed.


    I think, instead of focusing on skipability, they should get better at targeting and such.
    {{ DiscussionBoard.errors[11745621].message }}
    • Profile picture of the author John Jonas Phil VA
      Originally Posted by DABK View Post

      They were well targeted (unlike most) and I was ready to buy, so well-timed.


      I think, instead of focusing on skipability, they should get better at targeting and such.
      I agree. There are times that I won't skip an ad and actually watch it if it's something that I need or wants at the moment.

      When it comes to unskippable ads, I don't think people have much of a choice in that matter. I'd be less annoyed if the ad is relevant.
      Signature
      Hire a Filipino virtual assistant and make your business better through outsourcing.
      {{ DiscussionBoard.errors[11745675].message }}
  • Profile picture of the author Princess Balestra
    To be clear: NOWAN WANTS ADS.

    We all wanna live on toppa a mountain, with a trained iguana gonna suck real easy on our left nipple ... but NEVAH EVAH the right.

    Bcs we all wanna be free, an' we all know zackly what we want.

    DON'T TELL ME THE FRICK WHAT TO DO!

    GET THE HELL OUTTA MY SPACE!

    QUIT DUMPIN' YOUR SALES CRAP ON MY ASS!

    So mebbe we gotta think 'bout introvertisements.

    Them quiet an seecrit places where ideahs an' desiahs natchrly blossom in the maelstrom.

    You concur?

    Concurrence here beats SHOWDOWN BLITZ evry time.

    **** ads: you gotta invert possibilities.

    Stand upon heads without stompin!

    Tellya, las' thing I wanna see tamara is ads, despite my forensic desiah to gobble 'em whole.

    I jus' wanna see tamara, yanno?

    An' I trust musself to get to that place.

    Anywan wants to collude with Moi gotta speak muh language.

    Which, FFS, most ads DON'T.

    Summary: Nowan evah, evah, evah, evah WANTS ads.

    Plz FFS tattoo this on yr dicks before you presoom to entah nowan's inner vestibyool!
    Signature

    Lightin' fuses is for blowin' stuff togethah.

    {{ DiscussionBoard.errors[11745647].message }}
  • Profile picture of the author Jonathan 2.0
    Banned
    Hi ZephyrIon.

    Reminds me of YouTube Ads. Honestly because they have paid ($Billions and $Billions?) so that we can listen to almost any song we like ― I don't mind skipping a couple of ads.

    2C
    Signature
    "Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem. The greatest success stories were created by people who recognized a problem and turned it into an opportunity."―Joseph Sugarman
    {{ DiscussionBoard.errors[11745649].message }}
Avatar of Unregistered

Trending Topics