Pagination is always important on the internet. We’ve all been stuck sitting through a list of top ten “coolest dogs in beret’s” and having to click the “next” button ten times gets particularly annoying. The biggest online culprits when it comes to using a slideshow on a website include Business Insider and Forbes.
It makes sense for a publisher, you’re easily able to increase your pageviews. For advertisers it’s annoying as their inventory gets depleted on useless clicks. Readers are probably more focused and are therefore ignoring the adverts. The setup is doubly annoying for readers as they have to click through multiple pages of content and wait for adverts to download before they see the content. The only group really winning is the publisher and this is a trend that will hopefully not go on for much longer.
Suddenly instead of a handful of adverts served you’ve got ten times the amount. It’s not entirely a legitimate process.
Digiday went and looked at their top three “offenders” and their misuse of the concept.
How the slideshows are misused in digital marketing
- 4 IAB display impressions per slide.
- 10 slides.
- 40 impressions total.
- = 4 ads per slide.
- 4 IAB display impressions per slide, not all refresh with every click.
- 9 slides.
- 20 impressions total.
- = 2.22 Ads per slide.
- 2 IAB impressions per slide.
- 101 slides including intro slide.
- 204 impressions total.
- = 2.02 Ads per slide.
With the growth of native advertising we will see less of this type of advertising and it’s interesting to see that the likes of Buzzfeed don’t use slideshows. Publishers, are you still doing this and do advertisers accept this? We think it’s a poor tactic but we can also see the benefit for publishers.
This approach to presenting content has one goal in mind: making money for the publisher. If it were aimed at the consumer it would have looked at how to make they digital experience more enjoyable.