Every day, consumers are getting smarter about what they want to see alongside their content. Ad blockers have provided an opportunity to bypass advertisements and jump right to the content that readers came to see, and quite controversially (see what the pros have to say about ad blocking in our article here).
Whether you believe that ad blocking is fair or not, one thing is for sure: it is the current reality. No matter how hard you push your traditional ads out into the digital world, there will be people who go out of their way not to see them. The solution is to come up with more engaging content that will make consumers fall in love with your story.
What Is Storytelling?
Storytelling, simply put, is focusing on making a connection with your audience, rather than constantly selling a product. In 2014, marketers were reporting that storytelling was dead and we were already on our way to the next marketing fad. Little did they know, it was just the beginning. Now, small businesses have grown into multi-million dollar corporations by fostering storytelling into storymaking.
With the power of blogs and social media, brands are able to facilitate the opportunities for consumers to share their own stories in a public forum, unknowingly becoming advocates of the brand. Giving your audience their own voice is fulfilling and matters to them more than any other connection you will make.
How To Make Your Traditional Ads Work
- Create exclusive experiences around your product that will encourage storymaking
- Practice authenticity by sharing real stories
- Provide visuals and interactive features
- Know your audience and speak to them directly.
Also, use the tools that are at your disposal to know what picky consumers want out of your ads. Ben Williams of Ad Block Plus, another speaker at the Ad Age Digital Conference, is adamant about the creation of ads that meet even an ad blocker’s standards. The Acceptable Ads Program was created to help marketers design ads that would not be disruptive or deceptive to the consumer. Isn’t it ironic that the very people responsible for ad blocking are also behind an ad revival? Learn more about Acceptable Ads here.