What is teaser advertising

From Wikipedia: teaser (English teaser "teaser, lure") - an advertising message built as a riddle that contains part of the product information, but the product itself is not fully displayed.

Teaser advertising is one of the common types of advertising. This format has been used in the advertising market for more than 8 years, so it does not belong to the category of innovation.

Format Features

Externally, the teaser banner is a text-graphic block consisting of a picture and text. Teaser banners have a very simple but colorful design and are “disguised” as regular news, not an advertising banner. One teaser banner can contain from 1 to 24 ads.

The peculiarity of the teaser ad is that it should attract the attention of the user. Teaser ads never reveal the essence of a promotional offer. As a picture, the photo of a famous person or some kind of provocative image with something vile, shocking, sexy, provocative is most often used.

The text matches the picture and provokes the user clicks on the ad. Often phrases like "Scandal", "Shock", "It will never be shown on TV" are used in the text. Or a solution to some known problem is proposed in a simple, easy and quick way. Example: "Fat on the stomach and legs will burn in 5 days, " "Grandfather’s way to pump up at home in 1 month, " "An old recipe for quickly lowering sugar levels, " etc.

Teaser networks

There are a lot of teaser networks in the advertising market. Network representatives negotiate with various sites, collect a pool of sites, sometimes combining them by subject or target audience. The advertiser contacts such a network and places its advertisement on several sites at once, receiving more coverage for this and saving time on negotiating with each individual site.

The low quality of the advertising product leads to the fact that dubious advertisers "peck" at it and agree to place low-grade sites in such advertising.

Advantages and disadvantages

The benefits are few. At first glance, the teaser blocks have high click-through rates and the advertiser gets a lot of clicks to their site. But, site visitors are led to an enticing picture and text, they are not interested in the product of the advertiser. Very few of these visitors actually get what the teaser advertises, which means the format is not effective.

A site hosting low-quality teaser blocks inevitably suffers from search engine sanctions. The search bot captures low-grade ads on the page and lowers the site in the search results, which negatively affects the amount of site traffic.

A user who clicks on an advertisement also gets a negative experience. He clicked to read how to “quickly lose weight by 5 kg in 5 minutes for free”, and he was offered to try the miracle drug “for only 5000 rubles.” Sometimes in teaser networks advertised not goods, but different information sites. They attract new visitors this way. But, in order to avoid sanctions from search engines for transitions from low-quality resources, they redirect users from one landing page to another. The user has to click on the news 3-4 times on different pages, go through a difficult path in order to finally read its contents.