According to a HubSpot study, 73% of consumers say they dislike online popup ads, and 70% dislike mobile ads. This has proven to show that digital ads must give pleasant experiences to the viewers too.
The contradiction says it all: digital ads are necessary, but most of them are just bad. Some brands are remembered not for their products but for the irritation they cause.
Here’s a closer look at why digital ads fail and what brands must do to not be “that” brand.
Why We Cringe at Certain Digital Ads
The thing about ads? It’s not just about selling. When we blast our message to everyone, hoping someone bites, we often end up annoying more people than we attract.
Sure, it might seem like a smart strategy at first. But in reality, it can cost more than it converts.
Too invasive formats
Auto-play videos with sound? Pop-ups that take up the whole screen? It’s not 2005. They’re desperate and interrupt user experience.
Tone-deaf messaging
There are messages that do not care about the emotional or cultural context of their audience. In times of sensitivity (e.g., political turmoil, natural disasters), “Buy now!” messages ring insensitive and aloof.
Stock overload
Generic stock pictures and robotic copy in advertisements become unbelievable. People want authenticity, not Photoshop-perfect smiles and faked environments.
Lack of targeting or over-targeting
Ever have a conversation with a friend, then the ad appears? Hyper-targeting is unsettling.
On the other hand, completely off-topic ads are a budget waste and infuriate viewers.
How Brands Can Create Digital Ads That Actually Resonate
1) Analyze context, not just data
Instead of basing digital ads solely on behavior data, think about current events, audience mood, and timing.
As an example, a lighthearted ad in times of tragedy will most likely flop. To succeed, you need to ‘read the room.’
2) Tell stories rather than hard sell
Highlight moments, not messages. Emotions, battles, and tiny triumphs resonate with people. And yes, B2B audiences are human beings too.
3) Test less, listen more
A/B testing is great, but raw feedback from your real customers on social media or forums typically reveals what metrics don’t.
Ads needn’t have big budgets but do need big thinking.
An excellent 15-second ad containing an honest message will outbeat slick nonsense time and time again.
Digital Ads Need Boundaries Too
Your brand being “everywhere” all the time means it can be in the way too. Respect user boundaries. Be skippable, closable, and even smile-at-able.
In a world oversaturated with too much content, the best digital ads are those that make you feel seen, not sold.
Want to be that brand? Start by asking yourself:
“Would I click on this? Or would I screenshot it to laugh at later?”
Want to create better ads that don’t annoy people?
We can help. Click here to book our ad services: LinkedIn ads, Google Ads, or TikTok Ads.
