Welcome to the latest edition of our current weekly blog series, How to Ruin an Ad. As is most obvious from the title of this series, each week we’ll be identifying a key element of an ad that, when missing, is sure to reduce its effectiveness.
Last week’s ad was ruined by not testing it.
Today’s ad is ruined by: Not Standing Out
The best of intentions can be destroyed due to a lack of creativity. Among consumers, there is a greater awareness of advertising than has ever existed before.
People today are exposed to more ads than they can handle, so they are hyper-aware, and have developed a near superhuman ability to ignore ads they don’t want to see.
This includes commercials, emails, banners and billboards.
And so, the worst thing you can do is try to reach someone with the same old look and feel that every other company uses. Your ad needs to stand out if it’s going to get attention. And attention is crucial for an effective advertisement.
Ads stand out when they look different than the ads around them, use different language, or provoke different responses. We see and remember ads that make us laugh, cry, and think in ways we’re not accustomed to. We see and remember ads we’ve never seen before.
The key for advertisers is this – don’t be boring. Stand out and attract attention so that your ad has a chance of being more effective. If it doesn’t get seen, it doesn’t work.
Did you enjoy this post? Do you have a surefire way to ruin an ad you think we should cover in an upcoming post? Share it with us in the comments or by email.