When done well, digital advertising offers limitless opportunities to reach and engage audiences. The key is using high-quality ads on reputable platforms.
When you combine digital marketing with motion and sound on a powerful platform, your marketing messages leap off the screen. High impact ad units grab consumer attention, engaging them fully, encouraging interaction, and driving conversion.
Combine mobile, video, and more
In recent posts, we’ve looked at the power of mobile and video to increase reach and engagement. When you combine those formats with high impact ad units, you increase interaction rates, driving ROI and making a lasting impression on your target audience.
Consider the Gravity high impact ad unit, an exclusive immersive ad experience from the USA TODAY NETWORK. As the homepage loads, Gravity takes over to the screen, offering a cinematic experience. This format requires interaction and allows viewers to decide whether or not they want to view or skip the content. The completion rates for Gravity ads are 80% for ads under 20 seconds and 46% for one-minute ads.  This is dramatically higher than the 40% average completion rate for skippable pre-roll video. 
Capture the right kind of attention
High impact ads are conceived and designed to work seamlessly on an advertising platform while standing out from the surrounding content. It’s a delicate balance, but one that pays off when done well. Quality is key, both for the ad unit and the ad itself. Because just attracting attention isn’t enough.
In a recent online survey, 84% of respondents stated that obnoxious ads negatively impact their opinion of the website and the brand advertised. Additionally, consumers said that “most online ads today don’t look professional and are insulting to their intelligence (63% and 56%, respectively).” 
Leverage a quality platform and its audience
Don’t let those stats discourage you. Understanding the way consumers think is always a good thing. And there is hope. When your ads are high-quality and appear on trusted websites, audiences are more receptive.
When advertising is relevant to the content that surrounds it and appears on credible websites, consumers react much differently. When looking at native advertising specifically, research showed that 90% of people say relevancy is a top concern, and 63% said it needs to be contextually relevant to editorial. And, notably, there was a 33% lift in perceived credibility on well-regarded news sites. 
Ready to become the experience?
When done well, high impact ads don’t interrupt the user experience, they become the experience. And when they appear on creditable sites like USA TODAY NETWORK TENNESSEE, audiences are more likely to sit up and take notice.
1. “Why People Block Ads (And What It Means for Marketers and Advertisers),” by Mimi An; Hubspot; 7/13/16
2. “Infographic: Native Advertising Grows Despite Budget and Transparency Concerns,” Adweek; 2/16/15
3. Moat metrics and PointRoll video data. Aug 2014 – Jan 2015 on USATODAY.com
4. “Why Balancing Skippable and Non-Skippable Ads Creates Better Brand Awareness,” Adweek; 5/12/16