Digital Advertising Intelligence: Which Ads Work and Which Don’t

Digital Advertising Intelligence

Your client wants to design a new multichannel marketing campaign. Which media types resonate well with consumers and which just fall flat? Here’s some digital advertising intelligence from Quantilope that can help you decide.

Digital Advertising Intelligence: Which Ads Work and Which Don’t

Ads Consumers Enjoy

According to Quantilope, the types of ads that more consumers enjoy rather than don’t like or feel indifferent toward are located on:

  • Video Streaming Platforms: 44% of consumers enjoy ads on here
  • Websites: 43%
  • Social Media Platforms: 40%
  • Cable: 37%
  • Audio Streaming Platforms (such as podcasts, music and e‑books): 35%

When it comes to ads on video streaming platforms and websites, digital advertising intelligence from Quantilope shows that the likes far outweigh the dislikes and indifferent opinions. However, the other ad locations aren’t as lucky.

Ads Consumers Hate

When it comes to ads on social media platforms, the digital advertising intelligence says that the line between love and hate is very thin. While 40% of consumers love or enjoy ads on social media, 33% of consumers hate seeing them. The remaining 27% are indifferent.

The difference is even smaller when it comes to ads on audio streaming platforms such as podcasts, music and e‑books. 35% of consumers enjoy hearing ads on these platforms, but 34% hate them. 31% of consumers are indifferent to them. So, it’s almost a toss-​up between which opinion listeners will have when hearing ads on these platforms.

Ads Consumers are Indifferent Toward

Another close call between love, hate and indifference happens in ads on cable. 37% of consumers love these ads, 33% are indifferent and 31% hate them. So, like ads on audio streaming platforms, you never know which consumer attitude you’re going to encounter with ads on cable.

The platform with ads that consumers are the most indifferent toward is print. With media such as billboards, magazines and other print media types, consumers are primarily indifferent toward the ads they see. 47% of consumers are indifferent, 35% enjoy them and 19% of consumers hate these ads.

What About Your Client’s Target Audience?

With love, hate and indifference being neck-​and-​neck on many of these advertising channels, how can your client know whether their potential and existing customers will be the ones who love them? There are a few digital advertising intelligence tools that can help reveal the truth.

Digital Audit

Performing a Digital Audit by SalesFuel can give you answers in the realm of digital advertising. The digital advertising intelligence available through the Digital Audit can:

  • Reveal your client’s digital alignment and reputation scores
  • Compare your client’s current digital advertising efforts with what influences their target audience the most
  • Show gaps in your client’s SEO strategy
  • Pinpoint their most shared content 
  • Rate their online reputation
  • Reveal the top pages on their website in terms of site traffic
  • And much more

By performing an audit, you can figure out which digital ads are working for your client and which are falling flat, as well as which types they should be implementing if they’re not already.

AudienceSCAN

To figure out which types of advertisements, both traditional and digital, have caused the highest percentages of your client’s target audience to take action within the last year, look up their target audience’s profile on AudienceSCAN on AdMall by SalesFuel. There, you’ll be able to see which types of ad media your client’s target audience loves and which ones they just don’t react to. If your client’s current campaign doesn’t include some target audience favorites, you know which to add. If your client is already using them, fantastic! What can you supplement them with? With this information, you’ll be able to construct an effective multichannel marketing campaign.

Photo by Luke Southern

Rachel Cagle

Rachel Cagle

Rachel writes about marketing and media sales for SalesFuel. She holds a Bachelors degree in English from The Ohio State University.