4 Ways to Improve Your Ad Strategy
How long does the average social media user consider an ad before deciding to stop scrolling?
Respondents to?Fors Marsh Group tests showed brand recognition with as little as 0.25 seconds of exposure while scrolling.* The inverse holds: Patients who are scrolling social media will consider your study ad for one quarter of a second before deciding if they should consume it.
Know what you can’t do in a quarter of a second? Read. The *IMAGE* you chose for the ad must be compelling enough to cause a user to stop. If you achieve this feat, and most ads do not, you have earned the rest of the second for the user to consider the headline.
If the headline is compelling, the user will generally engage with the ad by reading the rest of the copy and make a decision.
There is an age-old marketing formula which may not drive your ads-building process, but should at least be a rubric for success: AIDA
Attention: does this (image, specifically) capture my attention?
Interest: does the (image and headline) generate interest?
Desire: does the text of the message cause me to want to take a next step?
Action: is the next step clear and easy to take?
If you really care about patients getting into your study, and you think spending money on digital advertising is a good strategy (spoiler alert: it is!) then your study ads should:
*https://adage.com/article/digitalnext/facebook-twitter-mobile-content-consumed-differently/302397