I’m pretty fascinated by the move into social media advertising by brands and businesses of all shapes and sizes. As social media morphs into a fully ‘pay to play’ channel, I’m seeing the various ad units across the key platforms more-often-than-not being used in a rubbish fashion. I’m going to start highlighting this in regular posts right here on this very blog. A couple of disclaimers, firstly – I’m not attacking the brands in question here, merely using their ads as a basis for hopefully educating my readers and secondly, I apologise in advance if any of the brands are indeed offended. You’ll survive. So, here we go…

Tesco’s Kebab Instagram Ad

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What’s wrong with this?

Targeting

This ad is aimed at parents as a way of helping them to add a bit of fun to their kid’s mealtimes – a nice idea. However, the wider comments allude to the fact that the ad was served to a number of users who are not parents. Instagram ad targeting is very loose as it stands – we don’t give them a lot of data as a user (Some Facebook data is used) so they don’t have a lot to go on. To me, that means that if you’re looking to target a very specific group of people like parents, then Instagram perhaps isn’t the best option.

Imagery

The images of the food are rather ropey. In fact, the term a ‘dog’s dinner’ springs to mind! People in the comments were far impressed. I’m not sure what ‘looks so bun’ (see image above) means though. When you’re dealing with such a visual platform, you need to make sure your imagery is on the money every time.

The forward path

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The link in the ad leads to the above – a collection of recipes etc with a summer theme. From a content perspective, it’s pretty good, topical and practical. The problem is that the content the ad leads to isn’t directly related to the ad – it really should be an article with a further explanation of the abacus idea from the ad and perhaps some recipes tied-in with products. If this does exist, I couldn’t find it, and the average user isn’t going to take the time to seek it out, especially in a mobile context like Instagram.

Key take-aways 

  • Think about your targeting – you’re wastage and negativity is going to be much higher if you don’t
  • Make sure your imagery doesn’t let you down and make sure it suits the platform
  • Really think about the forward path from your ad!

Seen an ad that could qualify as bad? Let me know in the comments or tweet me.

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