A client recently got some pointed negative advertising feedback. The response came from someone who saw one of the ads in her brand new, highly targeted political ad campaign:
“I do not appreciate your ads relentlessly blocking an article I am trying to read in Large Online Publisher!!! And I am a Political Affiliation and retired career.”
The last sentence, in which I replaced the specifics with bold words, emphasized that this person was the exact person we wanted to target. What to do?
When publishers are more aggressive with ad serving they risk turning off readers. You cannot expect anyone browsing the web to understand the intricacies of ad serving, publisher prerogatives, viewable CPM, or god forbid, anything in the LUMAscape. But the advertising community has done little to educate consumers about their ad choices. The result is climbing installs of ad blockers.
When someone takes the time to give constructive feedback, advertisers need to respond. We helped our client create a templated response. The goal is to help those giving negative advertising feedback to learn a bit about how digital ads work and what choices they have for viewing digital ads. Hopefully they will not feel compelled to install an ad blocker.
Thanks for your email and feedback about my advertising. As a political candidate, it’s critical I get my name and message in front of potential voters. Digital advertising is one important way for me to do this.
Unfortunately, I don’t control how Large Online Publisher shows my ads. Your experience on their website is entirely up to Large Online Publisher. I recommend you express your concern about how they show ads on their site.
You can reach them here.
With respect to any digital advertising, consumers have choices about what ads they see. You can read more about this here.
https://www.aboutads.info/consumers
To be helpful, include the publisher contact form or information.
Let’s empower consumers to demand improved advertising experiences, not just ad-free ones.
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