Don’t you hate it when you’re on your computer, casually browsing the Internet…when an ad pops up in your face with a product that doesn’t even pertain to any of your interest? I know I do. And I get super annoyed, and don’t even bother looking at the ad – such a waste of time for the marketer, really.
But on the other hand, when I’m browsing the Internet and an ad pops up, and it’s appealing to me – say, oh I don’t know – a clothing store ad with a 20% off online deal. Now we’re talking. It’s funny, how all of a sudden, when an ad is relevant, you are attracted to it and tend to actually spend some time on the ad. And possibly even click through to the brand’s site! Makes sense right? This all goes back to RTB as well, which are targeted ads. In this day of age for advertising, it’s all about efficiencies. No marketers want to waste their dollar or waste time on targeting someone who does not find the ad relevant, inevitably not clicking through on the ad. In fact, Yahoo even states that “people spend 25% more time fixating on ads that are personally relevant to them versus those that are not.”
Success! Well kind of…
Let’s get a little more specific. Facebook has now offered ad spots on our Facebook pages – this has been obvious for awhile now. Yes, marketers can actually designate a specific demographic the ad will reach, and even go as far into detail to geographic targeting as well. This definitely helps with relevancy. Though, Facebook is only half way there.
Recently, Facebook has announced a new algorithm that will be implemented with Facebook ads. The idea is Facebook users can view an ad, and if they are not interested in it, they can basically just click saying “I don’t want to see this” ad anymore. This is essentially a plus for marketers because this essentially means that their ads will reach more users that may find their ads to be relevant. Why? Well, because the users who don’t find the ads to be relevant will be filtered out of the target audience once they click the special button.
So, to conclude this thought. Ad Relevancy is very powerful, it really is the one thing now that stands between your brand and your consumer. The Internet is so vast and there’s so many advertisements and content that can just all get left behind in the digital dust if your ad isn’t targeted to people that would find it relevant. People don’t want to waste time on clicking ads that are not relevant to them, they want the good stuff!
- Facebook Tweaks News Feed Algorithm to Show More Relevant Ads (allthingsd.com)
- Facebook Promises More Relevant Ads with Algorithm Tweak (webpronews.com)
- Facebook Is Making Its Ads Less Spammy (business.time.com)
- Facebook Users Will Soon Have More Control Over The Ads It Displays (marketingland.com)