Ads that rely on the persuasiveness of their creative rather than the intrusiveness of the ad unit have more success, as both user behavior and increasingly sophisticated programmatic drive a new conception of online effectiveness.
Writing in an article for WARC, Jane Ostler, urges marketers to push for solid brand-building over cheap media.
“Do you know what your campaign is doing for your brand?” asks Ostler, “advertisers are waking up to brand safety issues and the importance of ensuring their ads appear in appropriate contexts.”
Ostler outlines six steps that can make online display and video advertising more effective and this starts with marketers receiving guarantees that they are paying for human eyes, not bot eyes.
Jane Ostler. Strong creative more effective than intrusion online. June 27, 2017. WARC.