The CMO Club in thought leadership with the Thunder Industries developed The CMO Club Solution Guide – Solving Bad Ad Experiences with new research and discussions with our CMO Club members to peel back the layers of what makes a bad ad experience, and why we as marketers should care about the need to create good ad experiences for consumers and brands alike.
As part of the research, The CMO Club conducted a survey of its CMO Club members in B2C brands across all industries. According to research for this guide, CMOs ranked Brand Loyalty, Customer Acquisition and Public Perception as the top three concerns regarding the impact of bad ad experiences; and 57% said Relevancy, serving a targeted message to the right person, has the most impact on ad experience.
In addition to the survey results, in depth, one-on-one interviews with senior marketing executives of leading consumer and CPG brands including cars.com, Daisy Brands, Farmers Insurance, TaxSlayer and Sargento Foods shared their insights on the topic.
The research provided several case studies and emphasized three next steps to solving bad ad experiences:
- Personalization– creative targeting and testing to figure out post media purchase/‘’brand impact
- Frequency– media targeting in terms of how often to serve an ad to a person.
- Tracking– understanding the impact of the ads by person by tying total ad exposure with omnichannel conversion events
Download the full Solution Guide here to read more in depth insights and specific case studies from our CMO Club members from our CMO Club members in what they are doing to help change the Ad Experience to be on that creates a people based marketing approach that engages and creates customer loyalty to their brands.