Personalise ad displays, use “anchor points” in digital advertising

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 14, 2019, 6:24 AM UTC

Such tactics are useful in a digital landscape where audience attention spans are shortening.

This article suggests approaches that digital marketers can take to engage viewers with short attention spans. The piece provides that with the shortening attention spans of the average ad viewer, digital advertising that demands sustained engagement is less likely to click with many audiences.

Digital ads must use simple and concise prose and could include “anchor points” such as “a problem with a competitor’s product” that the advertiser’s product can solve. The author suggests being aware of the formal and implied best practices of digital advertising platforms.

Additionally, brands can use social media PPC, search engine PPC, email marketing among other options to personalise ad displays. Using infographics and charts as digital ad content helps in generating visual interest.  

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