As Halloween approaches, it's the perfect time to delve into the world of "Zombie Ads" – the undead marketing monsters lurking in the shadows of the digital advertising realm. These ads refuse to die, consuming precious advertising budgets and taking up valuable screen space. In the spirit of the season, let's uncover the chilling truth about how most mobile ads paid for with CPM (Cost Per Impression) are taking up dead space and learn how to protect your advertising budget from their relentless assault.
The CPM Conundrum
CPM, or Cost Per Impression, is a popular payment model in the advertising industry. It charges advertisers a fee for every thousand times an ad is displayed. On the surface, this might seem like a fair deal, but the reality is far more sinister.
- Only Half an Ad to Haunt You
One unsettling fact about CPM is that only half of an advertisement needs to be on screen to be counted as a view. Imagine, your ad could be cut in half, yet you'd still be charged for it. It's like paying for a full Halloween costume and only receiving half!
- The 90% Rule
Another terrifying statistic: 90% of mobile ads are viewed for less than a second. That's right, just a mere blink of an eye. It's as if these ads are ghosts, appearing briefly and vanishing into the digital ether. And yet, advertisers continue to pour their budgets into this abyss of fleeting impressions.
The Zombie Ad Apocalypse
Why do these zombie ads persist in haunting the mobile advertising landscape? The answer is simple: CPM payments encourage quantity over quality. Advertisers are obsessed with amassing impressions but often forget that engagement, click-through rates, and actual conversions are the true measures of success.
The CPM model's obsession with impressions incentivizes publishers to cram as many ads as possible onto a page, creating a cluttered and chaotic environment. This not only annoys users but also dilutes the visibility and impact of your message.
Escape the CPM Nightmare
Don't let your advertising budget become a victim of the zombie ad apocalypse. Here are some strategies to protect your investment and ensure your ads are seen by the right audience:
- Embrace CPE (Cost Per Engagement) Models: Shift your focus from impressions to actual user interactions and conversions. Pay for engagements that matter to your campaign's success. CPE ensures that you're investing in meaningful interactions rather than mere impressions.
- Implement Effective Targeting: Use data and analytics to target your ads to the most relevant audience. This way, you'll ensure that your message is reaching the people who are genuinely interested in your product or service.
- Create Engaging and Memorable Content: Craft ads that captivate users in those precious milliseconds. Make your message stand out by being creative and relevant.
- Go for High-Impact Ad Formats: Consider using high-impact ad formats that can't be ignored. Interactive, rich media ads and video ads, for instance, are more likely to capture users' attention.
Conclusion
As the Halloween season reminds us of the chilling tales of zombies and the undead, it's the perfect time to put a stop to zombie ads in the mobile advertising world. Let's banish these digital ghouls by reevaluating the effectiveness of CPM payments and focusing on engagement and conversions. Your advertising budget deserves better than being squandered on the unrelenting zombie ads. This Halloween, embrace the spirit of renewal and make the most of your advertising budget by leaving zombie ads in the dark where they belong. To bring your dead ads back to life contact us at Adludio.
