Are you interested in learning more about why advertisers must check the data/topics on what they advertise for carefully? If so, these articles are made for you.
Today, it has become so difficult for consumers to identify whether what they read is fake or true, if an ad is made to impulse them to purchase or discover something through attractive headlines and so on. The real big challenge for advertisers is to get around effects of bad or fake ads/news. Also, Google plays a role in the authenticity process and continually develops new tools and reviews to help every consumer to identify the real from the wrong.
Take some notes, you will learn a lot of things today!
How To Make Ads Less Adversarial
For sure, trust in digital advertising is improving, nevertheless there is still work to be done on the perception of pervasive ads.
Ads on social platforms and sponsored content on media sites are becoming more pervasive and increasingly harder to spot. Effectively, your brand relies on social advertising and sponsored content to feed the top, middle and bottom of the buying funnel. While these platforms offer excellent exposure, there is an inherent risk of the presence of your ads resulting in a negative impression of your brand to some consumers.
So, the question is, how to maintain a positive relationship between your ads and your audiences? Read below major tips that you can follow to keep your audience faith.
- Maintain your brand & editorial integrity– In other words, ensure that your ads and sponsored content are true to your brand’s core product or service. Resist the urge to promote any posts or content that will garner a lot of interest or clicks, but not accurately represent your brand.
- Deliver an authentic experience, true to your headline- Obviously, your headlines must accurately depict the experience that the reader will be led to after they click. Otherwise, you end up paying for unqualified clicks and an unsatisfied reader.
- Blacklist and whitelist where your ads appear- Many advertising platforms allow for some level of blacklisting of media sites where you do not wish your ads to show (e.g. adult, political, tech). Unlike, ad networks enable advertisers to reverse-engineer the blacklisting approach, with a targeted whitelisting approach identifying sites where you prefer your ads to be shown.
- Refine headlines & creative continuously- You can always find ways to reach your audience more effectively. The best option is to continuously testing-and-learning. Like this your strategy is adaptable and makes sure that your dollars continue to be well spent. Also, pay close attention for any signs of audience fatigue, such as a decrease in CTR or an increase in CPM or CPC.
- Measure & optimize toward actions– Do not focus your efforts only on metrics such as CTR. Depending on the objective of your social ad or sponsored content placement, the measurable actions will differ. Regardless, for purely editorial promotions, you should measure elements such as time on site and page views. For advertorial and direct response objectives, these measurable actions will take the form of email signups and purchases.
- Leverage trusted third parties & influencers– Word-of-mouth advertising is the oldest and probably the most effective form of advertising. Additionally, for your social and content marketing initiatives, do not be shy about leveraging any positive brand endorsements.
With these tips in mind, how will you actively work to make your ads less adversarial?
The Fake News Effect: What Does It Mean For Advertisers?
The media industry and advertisers’ world face a tough challenge as concerns around fake news rise. In addition, consumer confidence in media has taken a significant hit following the rise of ‘fake news’.
As immediate results, we can observe that these false information not only damages media and advertising themselves but could have an impact on the brands that choose to advertise with them.
What does it mean concretely? The damage of fake news is that you get valued less in that environment as a brand.
Attitudes to fake news differ across age groups. Regarding this, there is still 71% of respondents agree that social media and other platforms have a responsibility to verify the authenticity of a news story and advertisement.
The point is not to have a fake news problem, the most important point is to have an issue with getting advertisers to understand the value of credible trusted news versus an audience, which is playing to the hands of the distributors.
While brands, trade bodies and agency bosses wade into the debate surrounding malpractice in digital advertising, publishers are in a good position to showcase credentials and engender trust in cautious advertisers.
Finally, fake news influences customers’ mind & behaviours and these can have huge consequences on marketers’ work and advertisers. What are the main elements to take in consideration as an advertiser to avoid fake news effect in their businesses?
- Building trust among advertisers: consumers needs to differentiate the righto the wrong information instantly.
- Trust in branded content. Effectively, if respondents have a favourable opinion of a brand and an advertorial is placed in a newspaper or medium they do not like or trust, 19% are more likely to lower their trust in that brand.
- Changing media consumption in a post-truth world. Despite concerns of the validity and authenticity of content and sources, the data from Network Research shows social media has seen the biggest rise in consumption: Make sure information are true and will not have disastrous consequences on your sales or brand image.
As a conclusion, As the many issues surrounding digital advertising show, context is vital for brands. With ads in danger of appearing against fake news, terrorist websites or generally in undesirable places online the media sources that can ensure a credible, authentic, verified and truthful environment have an opportunity to win brand spend and consumer trust.
To read more about the topic, click here.
Google Confirms It’s Rolling Out New Reviews Format For Hotels
It’s official! Google has confirmed that it is now rolling out a new user interface and feature set around local reviews for hotels.
As we know, Google continuously improving the information shown to people to help them make their decisions about where to go. When people are searching for a hotel to stay at, Google wants to ensure he makes it easy for people to find useful and as much as possible relevant web reviews about that place.
The new hotel reviews interface included:
- Third-party reviews show in a carousel for some of the listings.
- The review overview section has a more robust interface showing stronger colors and reviews also by attribute.
- The detailed review section will show a graphical user interface based on type of travel.
Why does this new interface make it easier for consumers to find exactly what they’re looking for and how does it add an extra value to Google’s previous reviews format?
For customers, it is now possible to see reviews by category (e.g. families, couples, solo, etc.) but also by subcategory (e.g. for business category, reviews appear per rooms, location, service & facilities, etc.). This additional information makes the review itself more helpful and relevant for consumers as they are able to easily identify which category they want to look at as well as what their needs & attempts are.