Each week we ask our trusted Insights panel of parents a key question. This week we were interested in finding out how parents feel about display advertising on websites. Take a quick read of this week’s bite-sized insights to find out what parents are saying about display advertisements e.g. pop-up ads, banner ads, video ads etc.
Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.
Recommended reading: Bite-Sized Insights: Home Improvements
We asked our Insights panel of parents to tell us their opinions on website display ads. Here’s how they answered:
Comments from our panel members included:
“Display ads are usually most effective on me if there is a small reward for watching the ad, e.g. in-game rewards or % off a product if the ad is viewed.”
“It’s a pain when you need to pay to not see the adverts.”
“I clicked on one recently and entered a competition because of it and won, so they don’t bother me anymore. They can be irritating but like that, I was very lucky.”
“Unless the ads are relevant, they are so annoying.”
“I don’t see the point in online banner ads or pop-ups, they are so annoying and I always click out of them. It would turn me off certain sites when they are very persistent. Much more annoying on a mobile too, which I tend to mostly be on.”
“These ads don’t interest me. I never click on them. If I want to check something out, I will research myself.”
“They’re annoying and the X to close them is so small that you end up clicking into the ad and losing what you were actually looking at.”
“I am wary of scams with pop-ups.”
“An inconvenience which I hate having to endure.”
“Necessary evil of getting things for free.”
“They can be so hard to click out of sometimes, which would put me off a product.”
Actionable Insights for Businesses that Use Online Display Advertising:
- Parents are more receptive to display ads when there’s something in it for them. Can you reward consumers by offering them something in return for clicking on your ad? Something like free delivery, discounts on products etc. could help to catch attention and increase click through rates.
- Are you targeting the right people with your ads? Leveraging any consumer data you have legal access to can help to ensure that only those who are most likely to be interested in your product will see your ads.
- Is display advertising still relevant to your business? Are there more innovative ways that you could get the word out about your products? More subtle forms of advertising like content marketing or finding a relevant influencer ambassador for your brand could be less intrusive to consumers and deliver better results.
Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.