Playing a Game…. Pause… Ad !
Watching a Video….Pause… Ad !
Reading an Article….Pause… Ad !
Block ! Block ! Block !…In short, We just Hate Ads.
All the favorite activities that a Mobile user wishes to do on his Mobile device are bombarded with ads. The users have now built an immunity system against them – banner blindness, ad-blocking software & the nano second reflex of closing off ad pop-ups. While annoyance is one of the prime factors, the users are equally concerned of privacy as well, since no other device has this degree of an intimate relationship with them.
Realizing this, Apple recently decided to support ad blocking with iOS 9, allowing it’s users to enjoy an ad-free mobile experience while forcing publishers and mobile advertisers to rethink their advertising approach by overcoming these barriers.
Hence, Marketers will now have to think around strategies that make the user engage and interact with the ad rather than just seeing it on his/her device. This is because the focus has now changed, to not just what content or offer the ad contains, but also the context, timing and frequency that needs to be customized to every individual user. If these parameters are not met by Brands, users will continue to block ads now and in the future.
In India too, Mobile users face a challenge because of ad bombarding, leading to slower page load time and high data consumption, hence a recent study also shows that the number of people actively using ad blockers in India too, has increased from 2 million to 4 million in a span of just 3 months. How will Marketers face this challenge?
Brand Marketers now need to understand that besides creating engaging ad copies, shareable content and awesome branding initiatives, they also need to explore ways that will create user generated ads in both online & offline worlds. Understanding the current challenges Brand’s face, VivaConnect has devised a solution for gaining maximum interactions of Brand’s creative campaigns from it’s customers, where we combine the power of online targeting with the strong offline reach to provide an experience the customer enjoys leading to loyalty and retention. VivaConnect makes use of it’s own Voice & Missed call platform to create a customer initiated ad journey with the Brand, thus providing maximum output to the relevant stakeholders – The Customer, The Brand, The Publisher.
With the advent of this new style of advertising in the online space, we can rightly proclaim “the intrusive Ad is dead, long live the intriguing Ad”. To know more about this solution and to create ads that gain maximum impact even in the current advertising scenario, give us a missed call on 0 83 83 83 83 99.
(Author – Mr. Vikram Raichura)