Wix admits its ads annoy with campaign centered on outlandish viewer complaints – Marketing Dive

Wix admits its ads annoy with campaign centered on outlandish viewer complaints – Marketing Dive

UPDATE: July 29, 2020: This story has been updated to include additional details about Wix’s ad frequency and to add comments from Tal Siach, the company’s head of marketing.  

Dive Brief:

  • Wix launched a campaign built around real comments made by people complaining about overexposure to the website builder brand’s ads, according to details shared with Marketing Dive.
  • Shot in-house and with Wix employees, the effort spotlights outlandish activities viewers would rather subject themselves to than watch another Wix ad, like accidentally walking in on their parents having sex or falling asleep in a tanning bed overnight. The spot then proposes potential solutions Wix could offer in those situations.
  • A spokesperson indicated that Wix has already seen a positive shift in viewer sentiment since debuting the campaign earlier this month. One commenter noted that they were planning to upgrade to YouTube Red —also known as YouTube Premium — the video platform’s ad-free subscription service, but Wix’s new ads led them to rethink the decision.

Dive Insight:

Wix’s latest campaign acts as a sort of mea culpa to viewers who have grown annoyed with the high volume of ads the website builder deploys on platforms like YouTube. As other marketers have pulled back spending or cut down on ad frequency as a result of the coronavirus pandemic, viewers are exposed to fewer advertisers overall, which can make the brands that are continuing to run campaigns appear more ubiquitous.

Some companies have actually ramped up their advertising significantly to capitalize on the less
Source…