Do ads harm user experience? 4 tips to tell you how to break it!

Whether it is the BAT giants, super media such as Weibo, iQiyi , Sogou , or many new apps, they all regard advertising monetization as an important means of profit. But at the same time, they are also thinking - how to balance the relationship between advertising monetization and user experience to ensure their own sustainable development?

In fact, advertising monetization and user experience seem to be a pair of contradictions that are difficult to coexist, but as long as the following points are done well, the two can coexist peacefully.

2) Avoid placing ads on the homepage or the first (or first few) posts in the information flow (because no user wants to see ads instead of content first when browsing and using the app). Instead, it is better to give users an adaptation period to gradually transition from no ads to acceptable ads.

3) Try not to try to float ads above the content (floating ads), as this is likely to cause user dissatisfaction due to blocking content information.

In addition to user experience, media also need to consider whether there is monetization potential when planning advertising positions. For example, although we say that it is best not to display advertisements immediately on the homepage, it does not mean that the media should choose some corners, or jump to the second or third level pages, or the bottom position. Although these locations have less impact on users, they also have less traffic and do not have much monetization value. In comparison, positions such as the second or third screen of the homepage, or functional areas that users frequently enter after a single click, have greater traffic, higher monetization levels, and are more user-friendly.

1) The presentation of the advertisement complies with the principle of visual integrity. That is, the display of advertisements should not destroy the harmony of the page itself and should not affect the user experience. For example, native advertising is an excellent form of display that allows advertisements to be embedded into the actual page as part of the content. Its biggest feature is that the visual presentation of the ad is not obtrusive, thus detracting from the user experience;

2) Advertising formats can be designed according to different display opportunities. For example, when a game or video app is paused, you can design an interstitial ad, when the app is started, you can design a splash screen ad or rich media ad, etc.

3) Design innovative and interesting advertising formats. For example, rich media ads and H5 ads can more easily attract users' attention and favor if they have innovative gameplay and outstanding content. In addition, interactive advertising is also a form of advertising that provides better user experience. It allows users to participate in advertisements through interesting activities, so that marketing information can be effectively conveyed without harming the user experience.

It’s hard to say which form of advertising provides the best user experience. However, if the media designs advertising formats based on media tone, main content, display environment, user attributes, and user browsing habits, both user experience and monetization benefits can be further optimized.

How to ensure user experience while making profits? On a smaller scale, this question is a consideration of a company's strength, operational strategy, and development path; on a larger scale, it is a reflection of the original intention and values ​​of media products. In addition to the above four suggestions, all media should think deeply about and correctly treat the game between user experience and advertising monetization, and find a balance between the two. Only in this way can we extend our life cycle and maintain sustainable development!