It extends your ads’ reach and relevance

 

 

Accessible, inclusive ads can be experienced by more people. In addition, they’ll resonate with more people as well. Without them, you’ll risk stifling your campaign’s reach and relevance. What if a large portion of your Facebook ad targeting was deaf and your video advertisement only had a narration?

 

Or what if the cast featured in your campaign all had the same background, alienating a group of people that didn’t feel like your product was intended for them too?

Even with precise targeting, a lack of accessibility and inclusivity in your ads can be a critical error for your campaign. You’ll miss out on potential customers that may have sought after your product if those attributes were taken into account.

Overall, these two campaign attributes will make for more successful and impactful ads.

2. There may be legal ramifications

The law on ADA accessibility as it pertains to phone number list  advertisements and marketing assets is complicated. Over the past few decades, guidelines and resolutions have been passed to ensure businesses take proper steps to make their websites and advertisements accessible to all.

However, the courts have had difficulty enforcing some of these laws due to different interpretations and the need for additional explanation. Nonetheless, it’s something that needs to be addressed in all aspects of your marketing efforts. Failure to do so could result in a lawsuit for your company.

Despite the murky laws, website accessibility lawsuits have been steadily rising over the past few years. Over 10,165 cases were reported in 2018.

 

To ensure your company is in the clear, make the necessary adaptations to your website and keep accessibility in mind when you are designing campaigns.

3. It’s simply the right thing to do

We’ve covered strategic reasons and legal reasons. Now it’s time to highlight the moral reason.

Businesses don’t need to have an altruistic mission to simply know what the right thing is to do. Their message and marketing should be inviting to all people, regardless of their abilities and backgrounds. Everyone deserves to be able to decipher an ad that is being served to them.

How to improving accessibility and inclusivity in your advertising

It’s clear that businesses need to be proactive with making sure their campaigns bring in more people and do not leave anyone behind. Fortunately, the adjustments needed in order to make an ad more accessible and inclusive are minor, and their impact is profound—such campaigns will pay off for your company in the long run and enable more people to appreciate your work.

But what is the best way to accomplish that? To help you improve the accessibility and inclusivity of your advertisements, I’ve outlined four tips below:

1. Test ads in randomized focus groups to eliminate biases

Sometimes you’re too close to a project and don’t see what others see. Take a step back and review your work with your peers. Gather feedback and outside perspectives. This will make your campaign stronger and more effective.