Ad formatvskundeopplevelse og customer journey

Ad format directly influences the customer experience (kundeopplevelse) and shapes the customer journey by determining how and when a brand's message is delivered, perceived, and engaged with. Different ad formats—such as video, carousel, interactive, native, or static ads—offer varying levels of engagement, personalization, and contextual relevance, which affect the emotional and cognitive responses of customers at specific touchpoints in their journey. For example, an interactive ad format can create a more immersive and memorable experience during the awareness or consideration stages, increasing the likelihood of progression to conversion. Conversely, poorly chosen ad formats that disrupt or frustrate users (e.g., intrusive pop-ups or irrelevant banner ads) can create friction, damaging the overall customer experience and causing drop-offs. Strategically selecting and optimizing ad formats based on customer journey mapping and behavioral data enables marketers to deliver seamless, relevant, and timely interactions that reinforce brand value and guide customers smoothly through their decision-making process. This alignment ensures that ad formats do not just broadcast messages but actively facilitate positive experiences and progression along the customer journey, ultimately improving engagement metrics, brand perception, and conversion rates.