Learn the importance of humor and happiness in your advertising.
Make no mistake. Your digital ads are intrusive. They show up when someone’s web browsing and might interrupt whatever they’re reading or doing.
Of course, people have come to expect digital ads. They might ignore them or not even notice them.
Audiences get around 10,000 ads a day after all.
How then do you make sure you get your audience’s attention and ensure it’s worth their while?
Try something you might not have thought of before: humor.
What are the benefits of humor in digital advertising?
With humor, an ad can go from simply intrusive to an entertaining use of someone’s time. If they smile and laugh, you’ve won them over.
They click through on your ad. Share or talk about it on social media or to their work colleagues, friends, and family.
So, by making someone chuckle or smile, you made your ad more memorable. You made it resonate.
Humor bonds people, even advertisers and their audiences. It shows you’re not just making a hard sell. You understand your audience and their needs. If you don’t, then your humor will fall flat.
The past few years have thrown a lot at people. It’s been one thing after another.
According to a new research study by Oracle, 45% of people haven’t felt happiness in two years! But that’s not all.
And if your brand doesn’t deliver on laughs and smiles?
But what do the numbers say about brands that do successfully use humor?
Makes you want to develop your wit and show more personality in your ads, doesn’t it?
Find out more about how humor enhances ads, customer experiences, and drives repeat business with the Happiness Report.
The research study also found that 90% of people are more likely to remember ads if they’re funny.
Despite this, business leaders say that only 20% of their offline ads (i.e., billboards, TV) use humor, and only 18% of their online ads do.
89% of business leaders see opportunities in using humor to enhance customer experiences. However, 95% of business leaders fear using humor in customer interactions (such as digital advertising).
Why is this?
Years ago, when I was a senior in high school, I took a creative writing class. My teacher mentioned that comedy was far harder than tragedy.
Generally speaking, everyone agrees on what’s tragic, sad, and depressing.
What’s funny, though? That’s far more subjective.
Humor greatly depends on context and timing. Everybody is different, and we live in sensitive times. What might crack one person up will offend another.
The wrong joke at the wrong time in an ad might set someone off. It can throw a monkey wrench into how brand safe and suitable your ads are. Furthermore, it can negatively impact your brand’s reputation.
Your audiences are enormous, though. They contain so many different people with different backgrounds and interests.
How can your humor appeal to all of them?
Should you just give up and try to be boring?
Let’s go back to the study since business leaders do see a ray of hope.
85% of business leaders say they lack the data insights or tools to successfully deliver humor. What would make them more confident in trying?
Customer data and tools make all the difference then. If you know what makes your customers tick, you know what will make them laugh.
You might have mountains of customer data to seep through!
That’s where the right tools come in.
See how to create a single source of truth with your customer data using a customer data platform (CDP) with this infographic.
The Cannes Lions International Festivity of Creativity is the largest gathering in the creative advertising community. It celebrates the best and most inspiring ads from across the globe.
Take a look at some past award winners who embraced humor:
These examples show that humor works best when you’re genuinely trying to make someone happy.
Michael McNichols is a Senior Content Manager for Oracle Digital Marketing. He has over ten years of experience in professional writing and has been widely published.