3 Reasons for Inequality in Ad Quality

By Christine Göös

digital ad quality

When it comes to digital advertising, every company has the same mission: to create the best user experience. Publishers and brands face tremendous pressure to engage consumers. So why is it still difficult to resonate with audiences?

Consider the digital ads you encounter. Amongst the sea of product images, pitches, and uniform styles, when was the last time one was memorable? There’s a quality gap between digital ads and those on more traditional mediums (i.e. television and print). Fortunately, these can be identified. Here are the main factors hindering digital ad quality.

Violation of the Golden Rules

There are two fundamental ways to prevent damaging the user experience. Digital ads are much more successful when they avoid 1. blocking content or 2. slowing down web pages. In a survey of 39,438 ad blocking users by GlobalWebIndex, 40% reported that ads take up too much screen space while 37% take issue with load times.

When display ads block content, users are understandably frustrated. This makes them resistant to ad content. Plus, it reflects poorly on the channel hosting your ad. As for the second best practice, fast speed is already the expectation. If your digital ad slows down or hinders the website load time, the overall quality takes a major hit.

Failure to understand ad format variety

Digital ads are often seen as pollutants on feeds and web pages. Even if brand marketing is in tip-top shape, your creative needs to stand out on its distribution platforms. Especially on channels such as Facebook and Twitter where you’re competing with hand-picked content. Likewise, the user has more control over their experience on any web platform compared to television ads.

According to a study conducted by Kantar Millward Brown of 1,001 US internet users, 71% of respondents said that ads are more intrusive now than they were three years ago.

Digital ads that fit well into their specific platforms help avoid an intrusive perception. Accomplishing this warrants a deep understanding of channel particulars. It’s also useful to examine discrepancies across insights from your past campaigns.

Lacking a quality-quantity balance

As prices increase for digital ad space, it’s more crucial than ever to focus on the creative. Yet, maintaining superior quality is increasingly difficult as the expectation for quantity rises. With tons of size, format, platform, language, geolocation, and other demands, most struggle to allocate sufficient resources to ad quality.

For this reason, investing in an ad making platform that optimizes the distribution process saves a tremendous amount of time and resources. Tools like Creative Management Platforms (CMPs) offer a one-size-fits-all solution across all channels. According to the Celtra data insights team, reusing creatives on Celtra’s platform (fitting one format across all platforms) led to an average 78% reduction in production time. Less time on manual work means you can focus on what really matters, the creative ideas.

Ultimately, the success or failure of a digital ad cannot be entirely engineered by data. Too many factors are at play. Sometimes a great idea comes from simply asking what would catch your attention.

Looking to enhance ad quality while maximizing efficiency? We can help. Drop us a line at marketing@celtra.com to learn more.

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