Why Digital Advertising Can’t Substitute Great Content

Posted by Calle Bjørnqvist in Advertising – May 31, 2017

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There’s no denying that digital advertising has come a long way in the recent years. Marketers and advertisers have amazing tools at their disposal that allow them to gather data about demographics and sending personalized messages to a target audience. However, some people tend to overestimate the power of these digital advertising tools, thinking that it replaces the need for engaging content. It’s potentially dangerous to think that that what you say doesn’t matter as long as the message reaches the consumers.

“You had my curiosity, but now you have my attention”

Let’s say you have a tool that could make a message or a piece of content appear precisely where it needs to for consumers to see and notice it. Now what? How are you going to grab the consumer’s’ attention and make them act? We can tell you this much: you’re not going to get very far with a generic message and call to action.

If you can do it, so can everybody else

Ad tech is not exclusive to big brands and companies. It’s available to anyone who’s willing to pay for it, and a lot of people do. This means that your ad will pop up alongside many, many, many other ads, with varying quality in messages and visuals. Your brand could actually benefit from this fact. If you invest more time than your competitors in making engaging ads, you’ll have a better chance at standing out from the crowd. That is, if the consumer hasn’t already made sure that the ad won’t reach them.

Ad blocking isn’t just an obstacle for advertisers, it’s the market trying to speak up for itself

Consumers are much less excited about ad tech than marketers and advertiser. For them, ad tech has resulted in having to watch a heap of ads before they finally get to the content they want to watch. Because of this, many consumers have chosen to download ad blockers. Not necessarily because they don’t want to see ads, but because they don’t want to see the intrusive and unengaging ads.  

 

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