Traditional digital advertising isn’t clicking anymore. Unfortunately, this isn’t news.
Through a combination of banner-blindness and the proliferation of ad-blocking tech, click-through rates have fallen to a lowly 0.06% and brands are struggling to accrue bang for their buck from digital ad spend.
As internet users have grown up, traditional digital advertising has not evolved with them. A catch-22 situation has ensued of dropping conversion rates resulting in reduced budgets for ads. And diminishing budgets have culminated in poor conversions and subsequently shackled creativity. Someone needs to break the cycle.
In the scramble for eyeballs, brands have sought to push their message wider and louder into increasingly intimate contexts without thinking about how to actually engage with the more discerning modern consumer. And when users interact with an ad, they are directed to a landing page interrupting the content they were enjoying. Brands need to find a way to allow users to engage with content within the ad, without interfering with their online experience.
64% of people say ads today are annoying or intrusive
The Problem With Traditional Digital Advertising
Digital advertising has perpetuated the lack of real interaction a brand has with consumers. Nearly a quarter of a century ago when AT&T released the first banner ad it received an eye-watering click-through rate of 44%. Why? Because it was new, exciting and innovative.
Fast-forward to today and the industry hasn’t evolved at the same pace as other areas of technology. While the targeting has become laser-focused and more sophisticated, the content has not. Ads have merely become flashier and better at chasing users from site to site. Leading to the rise in ad blocking tech adoption, banner-blindness and the steady decline in click-through rates.
0.06% average CTR for traditional digital ads
The Case For First-Party Data
It is possible for marketers to collect data that is intentionally and proactively shared directly with you by the consumer. This type of data offers a window into their motivations, interests, intentions, preferences, and what really makes them tick.
Allowing brands to build direct relationships with consumers, and in turn, better personalize their marketing efforts, services, offers, and product recommendations.
To attain this data, marketers need to offer a value exchange and deliver ads that ask the consumer questions in real-time within the ad framework, without redirecting to a landing page.
92% of marketers believe using first-party data is critical to their growth
Solution: Marigold Engage+-Powered Live Experiences For Ad Units
Consumers are more scrupulous than ever when it comes to engaging with an ad, or handing over their personal data and preferences. Modern consumers need to be entertained, engaged and receive something in return for their attention and personal data.
Marketers can deliver this by leveraging Marigold Engage+-powered live experiences for ad units. Interactive experiences that can be seamlessly incorporated into ad units that grab the consumer’s attention, engage, and collect first-party data on behalf of the advertiser.
Whether a quirky questionnaire, great giveaway, playful poll or stunning sign-up, by leveraging these interactive experiences that incorporate incentive mechanics marketers can quickly and easily collect first-party data at speed and scale.
Combining the reach of traditional ad targeting with interactive digital experiences that collect first-party data, preference insights and other information you need to truly personalize your marketing efforts. Transforming even the smallest ad placements into experiences your customers will want to engage with.
14x higher CTR for Marigold Engage+-powered ad unit publishing
