Advertising gets more and more challenging by the day, especially with the option to skip an advert on a video becoming increasingly commonplace. How can your adverts convey what they want to convey in that golden five seconds? How can you stop someone from skipping?
According to CNBC, 65% of people skip online video advertising, which means a huge portion of potential consumers barely even register the advert targeted at them. 76% of those surveyed skip the adverts out of habit, meaning that instinct has well and truly kicked in.
You could use something like Finecast to ensure your advertising is on point, avoiding the inevitable skips and firmly reaching the desired audience. You can also ensure your advertising has a point and is simply unskippable. There are plenty of other avenues for you to venture down.
It may not seem as big a household name as some of the other social media giants like Facebook or Twitter but consider what people on Pinterest are actually looking for. More often than not, Pinterest users are actively searching for certain products, solutions and ideas. This increases the likelihood they click on appropriately targeted links, where elsewhere they may dismiss it as spam.
- YouTube Ads
Yes, I know that I’ve already laid into them from an advertising perspective, but it has its uses too. Users worldwide watch a billion hours of YouTube a day. We’ve established a great deal will skip, but so what? That’s still a considerable sample size of non-skippers. Not to mention, not every ad will be skippable, so you might just reel some of those pesky skippers in that way.
- Instagram Ads
Much like with Pinterest, Instagram is great for targeting those with specific interests, especially given that being owned by Facebook allows for the same incredible ultra-targeting technologies. You’re also more likely to partner with influencers on Instagram as opposed to Twitter or Facebook, potentially increasing your consumer base massively.
- Waze
You may not be overly familiar with Waze, but it is essentially a competitor to Google Maps. Its platform for local advertising could be a very effective way to help small businesses target nearby potential clients. Naturally this is most useful for those that have a brick and mortar store, but it can be effective for any kind of business.
Twitter gets its fair share of hate, perhaps quite rightly. Though perhaps from an advertising standpoint, it doesn’t really warrant this kind of response. Firstly, it is where you’re likely to find the more educated and affluent social media users. Best of all, a business will only pay for every new follower gained, meaning that if the ad fails, then it doesn’t really fail from a financial standpoint.
- Direct mail
It doesn’t have to all be online these days. You can target people the old-fashioned way through the letterbox, especially if you have a specific geographic market in mind. It is a fairly inexpensive method as far as offline reach goes, and with a sizable campaign, even a 2 to 3 per cent response rate can cover the costs at the very least.