Ad tech approaching in direct manner to it’s viewer is can be defined as “High attention method”. It’s in a plain view and grabs attention instantly. In ad market, it is crucial to be seen and remembered. In result, many companies tend to seek for ways to present ads; such as using color, shapes or even they just go crazy with creative ideas!
It is serious than you might think
It is no exception in mobile ad business as well. Many of mobile ads want to be popped out among other ads and it result in covering most of the page or even taking control away from viewers time to time.
According to a study (2004, Christian Rohrer and John Boyd), modal, and automatic sound/video play ads are most hated ads. In addition, if ads are irritating on desktop, it is unbearable on mobile. Since there are more and more people rely on mobile devices than desktops or laptop, mobile markets are very crucial.
(if you want more details, you can find a posting regarding to this study at https://www.nngroup.com/articles/most-hated-advertising-techniques/)
Clients think popping out ads will work for sure. However, it’s more complex than that. Answer to it is “yes they may work or may not”. It’s like double edged sword. Of course if an ad pops out, viewers are aware there is an ad, but at the same time there are big chances they might hate it because it pops out too much and lose control with the devices they are using. That being said, what saves you could kill you too.
No to annoying ads
Imagine you are buying a new car. Before you head to a dealership, you probably go on to several websites for reviews of the car. What if an ad pops up saying how you should teach your children and it covers entire screen on your phone? Would you look into it? Most people would rush to find a box with a tiny x in it. Existing of this ad will become nothing more than an annoying thing on your screen. If an ad pops up as whatever you click on, or lets you skip the ad after consumes few seconds of you time, chances are you becoming hater for the ad, yet even it’s brand.
Let’s say you are listening to music. Of course there are times you focus on the music, but it’s more likely to be while you are doing something else, such as driving, working, and even jogging. You don’t really focus on the music but it sticks to your brain and makes you hum time to time.
This time, Imagine your school years. When you are preparing for the final, as try harder to memorize something, it gets cloudier in your brain. While it’s almost impossible to remember, some are pop right up in your head even though you only glimpsed few times without trying to remember it.
What Scrollads is aiming for
The ad technique works pretty much same way is called “low attention”. Our brain is inherited to prefer simpler information rather than complex information. According to a study (2005 Bath University), watching ads several times with lower attention level is more likely to stick to head than watching it only one or two times with higher attention level. It is because human brain works better to function several times with low attention than processing it in once or twice with higher attention level.
In addition, regular ads approach their viewers in passive way over and over to convince viewers to buy their products. However, passive learning is not a good way to change viewer’s attitude towards a product. Low attention, possibly one of the best way, to approach viewers with minimum attention is used by many companies. For example, British airways used this technique. What they did was playing a music to make viewers to feel relaxed. It resulted in leaving a good impression toward British airways. Leaving a good impression is critical to it’s company.
The Solution : Scrollads
An ad company developed a new way benefiting through low attention. It’s called Scrollads. Previous ads were staying at exactly at same spot. If you were to exit the website, they disappear. However, Scrollads disappears as you scroll, and if stopped scrolling, it would appear again. Wouldn’t it be better to see politely disappearing Scrollads than seeing stubborn ads staying at the same spot until you press a box with x on it?