Customer Engagement

Advertising has changed massively in the past few years with the ever changing technology age which we are now in. It is not simply enough to advertise on a banner on a website, only 0.1% of internet users click banner ads and 50% of clicks on these ads are accidental. Customers now need to be engaged in order to interact with any ads they see. Online users are being bombarded with banner ads on most webpages they visit, seeing almost 1,700 banner ads per month according to research done by Mike Volpe. People are becoming immune to these type of advertisements as they are all the same and are easy to ignore.

A new type of engaging advertisement is now needed to grab the attention of online users who can easily just scroll past them. Mouse roll over ads and eye trackers are being used to help determine what better methods could be used to advertise online

Engagement is key when it comes to grabbing internet users’ attention. A good example of this is the recent Tipp-Ex ad that was used on YouTube. It was an interactive ad which allowed the user to change the title of the YouTube video and the outcome of the video changed depending on what the user had written. This ad proved to be hugely successful as the online users were engaged and were able to interact with the ad.

These are the kind of ads that will work in an online landscape as it is so easy for ads to be ingnored online. they msut stand out and engage users in order to be noticed and not glanced over.

References:

• Mike Volpe, Hunspot blogs, 10 Statistics about Display Advertising (2013)
• Ghosh & Bhatnagar, Measuring and Increasing the Effectiveness of Banner Advertising (2013)