With the rise of ad-blocking software, getting your ad seen by potential customers is more challenging than ever. It's not enough to simply design an ad and hope for the best. Today's marketers need to be strategic in their ad design to ensure their ads break through the noise and actually garner attention, not just viewability. In this blog post, we'll share tips on how to design ads that will capture your audience's attention and keep them engaged. So, if you want to boost your ad performance in this era of ad blockers, read on!
What is attention?
In advertising, attention is the measurement of a person's focus on a particular ad or message. It's the degree to which an ad design can break through the noise and grab someone's attention. There are many ways to measure attention including eye tracking, in-view time, hover rate and more. By understanding the importance of attention measurement and investing in thoughtful ad design, companies can create ads that truly break through the noise and connect with their intended audience.
Ad blocker usage is on the rise
With the proliferation of ads online, ad blockers have become increasingly popular. These tools allow people to avoid unwanted interruptions and distractions as they navigate the web. According to recent attention measurement data, more than a quarter of internet users in the US now use ad blockers, and the trend is growing. This presents a significant challenge for advertisers who are looking to reach their core audiences with their marketing messages. However, with a bit of creativity, it is possible to design ads that are not only effective but also welcomed by the audience.
It starts with ad placement
Before we dive into design practices to garner the most attention, we need to address ad placement. It is the placement of the ad that can be blamed for the majority of ad blocker usage, not the design or content of an ad. When ad placements include intrusive practices like pop-ups and auto-play with audio on, consumers are more likely to get annoyed and turn to ad blockers to protect their space on the web. Not only are they more likely to turn to ad blockers, but intrusive ads can also impact their view of your brand - creating a less-than-favorable association with your products. No good. So, the first step to ensuring you are appropriately capturing the attention of your audience is to be strategic with the placement of ads and ensure you are only buying consumer-friendly formats and placements.
Advertisers need to be more creative to get attention
After you've ensured the type of media you are buying is non-intrusive, look to creative design to garner attention from your audience. With the increasing usage of ad blockers, advertisers need to be more creative than ever before to get their ads noticed. Simply displaying a standard banner ad is no longer enough, and companies need to focus on creating compelling visuals and messaging to capture people's attention and hold it for as long as possible.
Here are some advertising creative best practices to capture audience attention:
- Use striking visuals and colors that stand out from the page and complement your messaging.
- Include clear and concise messaging that quickly communicates the value of your product or service.
- Consider incorporating animation or video elements to draw in and hold attention.
- Use measurement tools to test the effectiveness of your ad creative and make adjustments accordingly.
- Focus on storytelling to create an emotional connection with your audience and differentiate yourself from competitors.
- Utilize interactive high impact display and rich media features that engage your audience with memorable experiences. Rich experiences like live polls, product cards, and gamification are more likely to drive purchase intent with your audience vs. standard, static creative assets.
With a little strategy and creativity, it’s easy to make sure you create positive brand experiences and ensure you are grabbing the attention of your audience the right way! Contact us to work with our creative strategy team to build effective creative units that drive results.
