Aside

Poor advertising practices
and malicious ads have
existed on the internet for
well over a decade. Years
ago sites were plagued by
flashing, vibrating banner
ads declared users the
10,000th or 1 millionth
visitor, and that prizes
awaited them. Much of the
time, that prize was
malware.
Sadly, this practice has not
gone away. Ars Technica
reports that in recent
weeks ransomware and
other malware spread
through Google’s
DoubleClick ad service,
infecting The Huffington
Post readers.
However, there’s another
problem beyond malice in
advertising: a lot of it is
constant and low quality.
And there is no advertising
campaign that fits this
description better than the
one weird trick series of
ads. The problem with
these ads is not their
proliferation, but the lack
of value they provide to
users.
While consumers often
don’t mind interacting with
brands on their own terms,
they’ve grown more savvy
at avoiding ads otherwise.
Likewise, they’ve grown
frustrated with semantic
ads offering them products
for things they’ve already
purchased. Native
advertising — or ads that
appear in social media
streams — is one strategy
to reach user who avoid
such ads. Indeed, native
advertising is becoming
more commonplace; still,
many social networks are
careful to make ads as
unobtrusive as possible.
Networks do this primarily
to balance the user
experience with the need
to generate revenue
sustainably. But more and
more, social media streams
are being overrun with
native ads — this in
addition to sponsored and
promoted content.
According to Thomas
Ricker, deputy managing
editor for The Verge, movie
advertisers are particularly
fond of this strategy:
The marketing blitz, once
confined to a trailer or two,
is now more a marketing
dribble that drip-feeds a
regurgitated slurry of
teasers into the mouths of
a needy brood. Actors and
fans mutually masticating
each other for months —
even years — until
everyone pukes or falls
slaked into their cinema
seats on opening day.
The trend of using each
social media post as a
potential to advertise can
easily push users away,
rather than engaging them.
Whether it’s a promoted
post, or a selfie from a
celebrity in costume, users
can get worn out on
marketing content. And
when users tire of ads,
they find solutions to avoid
them.
Consider the benefits of an
engaged audience, such as
the creation of brand
advocates. Don’t view your
marketing as a way to
expose users to a product,
view it as a way to engage
customers and make them
lifelong fans.

Social Advertising : Are You Adding Value Or Just Begging For Attention ?

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