What is permission advertisement? Well, you are already seeing it all around you. Every time you don’t click on an unsubscribe button, you don’t close a pop-up ad box, or you don’t skip a YouTube ad, you’ve given the brand permission to have your attention for few seconds or minutes.
Traditional Online Methods Don’t Work (Reaching wrong people at the wrong time)
There is a phenomenon called banner blindness and a lot of people are using the browsers with ad blockers. Recent study revealed that just in US alone over 41 million people are using ad blocker in their browser.
If a person does not want to look at an ad, they will ignore or block it. A person does not have to look at the billboard ad, the front page ad, or the ad splattered across the web page.
Permission advertisement simply works for both parties – your brand and your audience.
Audience: You give your audience the option to watch ads they like and skip the ones they don’t. A person is 75% more engaged when she decides to read an ad. Not only is the person going through the ad, there is also a high chance that she is viewing or reading it intently.
Your audience feels better treated when the advertisement is something that they have to forcibly ignore.
You: Lower costs and better results – that’s what permission advertisement brings you. Marketing costs in terms of effort, money and time. Permission advertisement may result in reduced costs and better reach. You may have lower subscriptions, click through rates and impressions, but the narrow market of customers that choose to view your ad are interested and you have a greater chance of converting them.
YouTube offers users the option to skip ads. That itself tells you who likes your ads and who doesn’t. Furthermore, you can track when the user skips the ad, which tells you what part your audiences don’t like, and you can assign specific added value to those partial views based on the cost per full view.
Email is consider one of the best mediums to put forward offers and promotions to your audience. On average, emails have a 22% open rate and a 14% click to open rate. When a person opens an email, they are not distracted. The unsubscribe option came in 2014 and is quite popular. It gives your audience the option to stop receiving your emails.
Social media is a great way to run your advertising campaign in order to engage your target audience. Social media has grown to subtly show ads through Sponsored or Suggested Post or other ways. However, your audience also has the option to hide them or ignore them. This helps social media sites better understand the ads that users are searching. When you know who is responding to your ads you can target more precisely and get better results.
Permission advertisements when done properly there is a higher chance of converting, and that’s what matters.