The psychology behind programmatic advertising


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psychologie publicité digitale

Did you know that 5.3 trillions ads are displayed on the internet each year? Such a huge number can lead you to two thoughts: that there are too many ads and it’s impossible for an advertiser to stand out, or that online advertising works so well that everyone wants to do it! 

In a way, both of these theories are correct. It can be hard to differentiate in such a crowded space, but if you do, an online advertising strategy will work wonders. Let’s get into more details. 

What makes an ad psychologically efficient? 

The goal of an ad is to make the public react. Whether it is to lead them to buy something or to sign up for a class. The best way to create this result is to generate an emotion in the viewers. If you’re feeling emotionally implicated in an event, you will be more likely to follow it. If your ad displays people, make sure their expressions are visible. 

A study from Melbourne University shows that people are more likely to share an ad if they are able to read the facial expressions, even if they are negative. If the visitors perceive that the company or the brand has a soul and is interested in more than itself, they will be more likely to follow you. If there are no emotions, your ads can still be efficient. You just need another game plan. 

Simple things like different colors or a change on the call-to-action button can help you attract the attention. 

If you’re selling a product, display it in your ad. It encourages mental interaction and makes it more efficient. That means that an image, like a tea mug will orient the way people imagine using it. For instance, the mug should be turned so that the handle is on the right (which is the dominant side for most people). 

Apply this psychology to online ads

Those tactics apply to all types of ads. Online advertising has a secret ingredient: user data. They have the power to target people depending on their purchases or websites’ visits. So, psychologically, people are already prepared for those ads. 

Chances are, they have interacted with something online which led the advertiser to select them in their target market. They are pre-qualified if you will, and more likely to respond positively to that campaign.

When the consumers are targeted, it means that they already interacted with the product or service displayed in the ad. They recognize it and it makes them more likely to click on it. 

Posters, tv and other forms of advertising pass by this qualification step. Online ads have the unique ability to generate a high conversion rate. When you work with a platform like The Moneytizer, we help you to attract ads that your visitors want to see. And we let psychology work its magic. 

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