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Ads Need to Become More Efficient to Be Successful, Says IAB

One thing that has become quite commonplace on the internet has to do with the prevalence of advertising. It’s safe to say that the vast majority of users out there are more or less fed up with advertising because of the fact that this is the sort of thing that could potentially end up making them feel saturated and this has resulted in widespread annoyance surrounding ads. This can reduce the efficacy of said ads, something that a lot of advertisers are understandably going to be very concerned about indeed.

A report by the Interactive Advertising Bureau (IBA) has revealed that digital experiences, while being a real hotbed for advertising right now, is facing the most severe problem in this regard. When it comes to streaming video, the vast majority of users are not going to want to see any ads at all with all things having been considered and taken into account. One reason for this could be that they have gotten used to not having to worry about ads thanks to platforms like Netflix which are quite cheap and don’t make you worry about any ads at all.

According to the report, advertisers need to focus less on creating clever and witty ads and more on making ads more efficient. The saturation point that has been reached when it comes to ads is quite severe, and it turns out that users are not going to be amused by ads in the manner in which they used to be during the days of TV advertising. Ads are not content, they are a way to connect consumers to products, and this is why the creation of a holistic, shoppable experience with the least possible amount of clicks is something that advertisers should really start focusing on if they want their marketing to be successful in the future.


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