Are Developers So Different?
Developers share many behaviors with other consumers. However, developer habits and how they influence their interaction with advertising are specific and measurable.
It’s useful to consult the data and learn what developers are likely to do when encountering an ad campaign so you can construct the most effective campaigns. This is particularly true if you are advertising to developers in developer-to-developer (D2D) communities. These are the best locations for advertising, because they are guaranteed to have your audience! But, to tip the balance to successful campaigns, you should factor in likely behavior.
Ad Blocker Use
Most developers use ad blockers on their devices. This is supported not just by our conversations with developers, but also by 2019 survey data from Evans Data Corporation.
Anecdotally, developers have shared that they are more likely to turn ad blockers off when they are in their developer communities. Why? Because they understand that brands that advertise in their D2D communities are actually necessary to their existence.
If you are looking to get beyond the ad blocker, be sure to support a developer newsletter. According to Evans, most developers subscribe to several. And, even better, they will click on the links advertised in those newsletters.
Web Browser Use
If your click rate is low, don’t despair. According to our developer interviews, many developers will view an ad but won’t click on it. They will simply search the product or offer advertised in a web browser instead.
Why? According to Evans Data’s survey, they don’t like to leave a data trail with the tracking link. So, when tracking an ad campaign, don’t just look at the click-through rate (CTR). Check your website/landing page visits and keyword search data as well.
There’s more to getting CTR than a great ad. It’s what the ad offers. According to Evans Data’s survey results, developers are motivated to click on ads that promote new technologies, new platforms, or new development tools.
And of course, developers love to learn. Promotions of conferences and tutorials are also likely to get a click.
Keeping developer habits in mind as you construct your ad campaigns is a good step towards achieving the results you desire. When advertising in D2D communities where developers feel like they can be as developer-y as they like, it’s important to conform to their preferences and habits. For more details on how to create successful advertising campaigns in D2D communities, check our ebook, “D2D Marketing: An Advertising Guide.”