Retargeted Ads

I see why online advertisers are interested in native ads, sponsored content and other ways to get consumers to notice brands: retargeted ads are irritating. You click on an ad for whatever reason or visit a site and then that ad follows you around screaming “look at me.” The idea being that since you were interested enough to visit the web page, you will eventually convert to a sale if you’re constantly reminded about your interest in that brand.

Make sense, I guess, but the downside is a negative brand experience due to the perception that the retargeted ad won’t leave you alone.

No matter how wonderful the creative is, how compelling the copy, or how relevant the offer, seeing the ad everywhere I click for longer than say, a day, isn’t effective. If I’m interested in the brand, I’ll come back when I’m ready. Likely after I read a review and see people I trust write positively about the product.

In other words, tone down the retargeting and rely more on the other marketing communications tools.

This Year’s Marketing Communications Trends

As we jump into the first month of the new year it’s a good time to look ahead at the communications work that will be a priority for the industry. It’s no surprise digital will continue to grow in importance as more marketers become comfortable with content marketing and social media and the results these channels can deliver.

Here’s a list of the communications trends I posted on the PUNCH blog.