{"id":10464,"date":"2014-07-17T00:00:00","date_gmt":"2014-07-16T16:00:00","guid":{"rendered":"https:\/\/brand.gamania.com\/gvoice\/10464\/"},"modified":"2020-09-09T15:16:44","modified_gmt":"2020-09-09T07:16:44","slug":"failing-ads-change-your-method-now","status":"publish","type":"post","link":"https:\/\/brand.gamania.com\/gvoice\/en\/10464\/","title":{"rendered":"Failing ads? Change your method, now!"},"content":{"rendered":"\n
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\u00a0 When was the last time you came across an online ad?\u00a0 Yesterday? Last week? Last month? Or maybe never?\u00a0 \u00a0 <\/p>\n\n\n\n

It is an proved fact that consumers are even less convinced by the advertisements they see. According to the following research: Only 14% view commercials as trustworthy, yet 78% take in a friend\u2019s or any online reviewer\u2019s opinion as a reliable source. Consumers are now smart enough to look past the fancy packaging of a product, hence the birth of \u201cembedded marketing\u201d and other promoting strategies as such. On the web, a new form of media is also sprouting for similar reasons. In order to present the ads as \u201cnatural\u201d, advertisements are merged with the site itself to create \u201cNative Ads\u201d.\u00a0 \u00a0 <\/p>\n\n\n\n

What\u2019s so special about native ads?\u00a0<\/strong> \u00a0 <\/p>\n\n\n\n

In conventional web ads, they are displayed in banners above or on the left or right of the screen. Consumers can easily recognize these messages as external information irrelevant to the site\u2019s interface itself and can filter them out as additional. Native ads, however, present these advertisements in the most natural way and feed you promotional information with a hidden agenda. The consumer then latently accepts the info without skepticism.\u00a0 \u00a0 <\/p>\n\n\n\n

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\u25b2You don\u2019t need me to point out where the ads are!\u00a0 \u00a0 \u00a0 <\/p>\n\n\n\n

Only The Liberation<\/strong> \u00a0 <\/p>\n\n\n\n

This European clothing line from Denmark targets young woman within the age of 15-25 and embody the spirit of an \u201cOnly Because We Can\u201d attitude. To promote their 2012 summer collection, Only hosted an online event called \u201cThe Liberation\u201d, describing 3 young women and their lives in a small town: it is an interactive short film about how they are free in their spirit and decide their own course of life accordingly.\u00a0 \u00a0 <\/p>\n\n\n\n

It is not a new idea for the fashion industry to promote products through film, yet The Liberation is unique due to the following 3 perspectives:\u00a0 \u00a0 \u00a0 <\/p>\n\n\n\n

1. Visual Integration:\u00a0<\/strong> \u00a0 <\/p>\n\n\n\n

Combining the user experience with consumer experience, as to tone down the message of \u201cstanding-out\u201d and looking \u201cexceptional\u201d. The message is conveyed as subtly as possible.\u00a0 \u00a0 \u00a0 <\/p>\n\n\n\n

2. Consumer Choice:\u00a0<\/strong> \u00a0 <\/p>\n\n\n\n

Instead of trying to desperately grasp attention, the advertisement is an optional choice that consumers can chose to look into, or ignore.\u00a0 \u00a0 \u00a0 <\/p>\n\n\n\n

3. A Profound Message:\u00a0<\/strong> \u00a0 <\/p>\n\n\n\n

By celebrating individuality and originality, consumers can related to the message that is given beyond the act of just buying a product.\u00a0 \u00a0 <\/p>\n\n\n\n

Let\u2019s take a look on how they do it: \u00a0 \u00a0 \u00a0 <\/p>\n\n\n\n

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