How to Make Consumers Want to Engage with Ads

We are a technology leader, and we have been struggling with how to make advertising effective and non-intrusive on mobile devices. We think we have come up with something that will not ruin the user experience for publishers and will also allow advertisers to build a brand, which has been very difficult to do in digital advertising up to now.
It’s useful to remember what a brand really is. A brand is a repeatable experience, a promise you made to a customer about your product. If you are Starbucks, the brand promise is that the coffee will be the same in Rotorua,  New Zealand as it is on Madison Avenue in New York, and so will the service. If you are BMW, your brand is that your engineering will be superior to everyone else’s–the ultimate driving machine. Brand managers know that the holy grail for a brand is top of mind awareness. That’s why it costs so much to build a strong brand. First comes a good product, and then comes a big awareness campaign.
Brands were originally built through print advertising in  newspapers and magazines, and then began to be built on TV. But a combination of factors have interfered with the ability to build a brand through digital advertising.
The first is an over-emphasis on metrics  and numbers even if we are measuring the wrong things.  That’s fine for direct response, but brand metrics have to be a softer number.
Then  came the commodification of creative, since all we were after was scale. Surely somewhere among those huge numbers now reachable would be our target customer. Early banner ads were all about incentives, and that’s why they were successful. Click for a MacDonalds special, click for a coupon.
But we’re now banner blind, and audiences click on nothing.  The plain fact, as Doc Searls reminded me, is that 99% of the time we’re on the web we don’t want to buy anything. Rather than acknowledge that and stick with brand advertising, consumer reluctance only made advertisers seek out more and more intrusive ad formats and more and more scale.
They forgot about incentivizing the customer. And they determined that building a brand was too difficult, so the focus shifted to tighter and tighter targeting.
We have always been a technology leader, but our leadership isn’t based on tracking consumers or selling personalized data.We are more interested in building engaging advertising formats that don’t destroy the user experience at a publisher site, and that encourage consumers to watch and complete a video ad.
Our newest format, Watch and Engage, incentivizes consumers who are playing games. It’s a short in app video ad that runs only at the end of the game, not interrupting play.  At the end, it incentivizes the consumer to do something. We have had outstanding completion rates with this format in the first few weeks it has been rolled out, and we’re looking to find more brand managers to try it out with us.
This is not an ad that can or will be blocked, because it offers the consumer something that she wants. Because it’s our proprietary format, we can’t give too much detail in a blog post, but we have shown it to enough ad execs to know that they are enthusiastic about its results for top of mind awareness.
For a private demo, contact us at adsales@zedo.com.