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Making Sure Your Audience Doesn't Skip Your Ads

How often does it happen while checking a website an Ad blocks your view, or while watching a movie, an advertisement interrupts it?

That strong urge to skip such ads is unbeatable and nothing unfamiliar to any of us.

Today, we have the option of ad-free content and ads that can be skipped. This results in an impatient audience with minimal to no interest in any advertising communication.

Why Your Audience is Skipping the Advertisement

Sugar Coating

As a brand, one attempts to put up a positive image for the brand and doesn’t want to include anything that’s negative. However, while painting this positive picture, many brands end up sugarcoating the content which hinders the audience from connecting with the brand.

Advertisements by Glow and Lovely can be classified as sugar coated content as they set unrealistic expectations through their messaging. In addition, the designs are often photoshopped and perfected to look the best. This further makes the brand hard to connect with.

(Source: APlus Media)

Nothing to be curious about

While the audience doesn’t enjoy sugar coated content, they don’t want brands being plainly rational either.

Branding and marketing in advertisements work as tools of storytelling. You need to create a narrative that engages the audience and helps them understand and find interest in the concept.

Consider the advertisement by Gemini cooking oil. While it promotes #AbHaiMummyKaTime, it focuses on mothers being trapped in the kitchen and not having time for themselves. Then the brand establishes how food made by Gemini oil stays fresh for long. However, no one talks about helping the mothers. Hence, the advertisements take a predictable approach.