How to Not Piss Off Your Customers with Advertising

Speaker Q&A: Christina Constandache, VP Global Partnerships at Viber on how to not piss off your customers with advertising. Need a hint? Native advertising might be the solution.
advertising

NAI_badge18-03“The worst kind of advertising gets in the way of what consumers are doing,” says Christina Constandache, VP of Global Partnerships at Viber, who was one of the official speakers at Native Advertising DAYS 2018.

But how do you then create advertising that does not piss off your customers?

What is your worst kind of advertising you can create as a brand?

The worst kind of advertising gets in the way of what consumers are doing.

I can’t tell you how many times I’ve seen ads that just pop up over and block what I’m trying to read or ads that make me stop what I’m doing just so I can figure out how to click off them as quickly as possible. Or ads that force me to watch them just so I can see a video that I really want to see.

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As soon as that happens, I hit the mute button, go to another site or check my email and then go back when I can see the video I really wanted to see.

Sure some of those ads have high click and view rates, but are people really clicking to see more information or just trying to hit that little “X” button on top to close the ad?

Think first about what makes a truly great ad and why someone would want to engage with it.

How do you get started doing better ads if you’ve always done it the ‘wrong way’?

Think first about what makes a truly great ad and why someone would want to engage with it.

After that, then you should think about the placements you should be making.

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Ads that blend into the environment it’s in and don’t obstruct users’ journey online are actually the ones that resonate best.

By not disrupting the user experience and being part of the experience online, makes for a much more interesting ad and experience–one that resonates well with users.

 

It has to make sense to consumers you’re targeting and be in an environment that consumers enjoy.

What do you believe is the key to good advertising and good native advertising?

The key is to not be intrusive and annoy consumers.

Consumers react negatively when an ad occurs in private spaces or infringes on their desired activities.

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For native advertising to be good, it has to make sense to consumers you’re targeting and be in an environment that consumers enjoy, like messaging.

Ads placed in the right context and to the right audience have the ability to convert new clients and re-engage existing clients.

Thinking ads that take over your screen are good ads is a big problem.

What do marketers most often get wrong in advertising?

Thinking ads that take over your screen are good ads is a big problem. There isn’t a single person I know who has ever said, please put a big ad directly over the content I want to see. Especially on a mobile phone where your screen space is limited.

Be tasteful about it and how you engage with consumers.

How can they become better at doing those things right?

Define your audience in a way that makes sense and allows you to grow that base. When considering ad placements, be tasteful about it and how you engage with consumers.

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Don’t just stick an ad someplace because someone is selling you that space — think how you would react as a consumer receiving that ad and if that’s not enough, test and target ads to ensure it works.

Any paid message should be fully disclosed to consumers and marked as a paid promotion.

How about disclosure – what does this have to say in a good native advertising campaign?

Disclosure is a good thing. Ads, influencers and any paid message should be fully disclosed to consumers and marked as a paid promotion or advertisement.

How do you work with disclosure at Viber?

Yes, all ads that could even remotely look like content follow strict IAB guidelines and are clearly marked as sponsored ads.

Businesses are starting to recognize that the best way to communicate with their customers is through chatbots and messaging.

You are an official speaker at this year’s Native Advertising DAYS. Why should attendees at the conference absolutely not miss your presentation about how to succeed with native advertising and not piss off your customers?

My session will focus on the good, the bad and the ugly of advertising — and on new opportunities.

Businesses are starting to recognize that the best way to communicate with their customers is through chatbots and messaging, and there is no better native format than letting customers interact with your brand on their own terms and in a format that 78% of smartphone users are using.

What do you look forward to the most at this year’s Native Advertising DAYS?

I’m interested in seeing David Beebe’s fireside chat on “Blending in to be Seen.” I really like the idea of focusing on the audience first and using storytelling as a way to drive engagement and sales.

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