Too much of a good thing can be a recipe for disaster.
Take digital video ads, powerful and increasingly popular tools for brand marketers. An IAB report from April 2018 revealed that two-thirds of advertisers planned to shift their TV budgets to digital video.
So what’s the bad news? As with TV, there’s simply too much clutter. Commercial loads on full-episode players are approaching those of the networks, and digital video ads are subject to the same consumer fatigue that affects all other types of ads, creating a drag on engagement and encouraging more ad avoidance, which leads to the rise of ad blocking.
Here are three ways marketers can ensure consumers have a meaningful experience with their ads instead of tuning them out.