User Experience Needs To Improvement in Digital Marketing [REPORT]
June 18, 2016
The Interactive Advertising Bureau (IAB) released “Improving Digital Advertising Experiences with Liquid Creativity,” a whitepaper created in partnership with Kargo and Refinery29, revealing that nearly three-quarters (73%) of marketers and media agency executives believe that user experience needs improvement in digital marketing. The survey’s 283 respondents cited ad clutter as the biggest obstacle to quality user experience (54%), while video and audio auto-play landed at the bottom of their list of concerns (18% and 16%, respectively). This quantitative study is augmented by interviews with seventeen industry luminaries from across the globe. These award-winning ad creatives, top brand marketers, and major publishing leaders provide their expert opinions on how to overcome these hurdles in the face of the new “liquid audiences” that discover content across a range of mediums, devices, and platforms.
Some of the paper’s key takeaways include:
- Transform approach to consumers from transaction-driven to relationship-driven
- Anticipate the needs and desires of users through superb UX design
- Enable creativity and innovation by taking risks with technology and data
To download report CLICK HERE.
