Learn how to effectively advertise to developers by focusing on technical depth, practical solutions, and respecting their workflow.
Developers are skeptical of traditional ads. They value technical depth, practical solutions, and honest communication. Ads that feel like learning opportunities - not sales pitches - perform best.
Key takeaways:
- What works: Technical details, code examples, problem-solving content.
- What to avoid: Overly promotional language, vague claims, shallow case studies.
- Best formats: Newsletter sponsorships, native in-feed ads, and targeted post-page ads.
- When to post: Afternoon is the best time for engagement.
Quick Overview:
| Aspect | Developer Preference | Why It Matters |
|---|---|---|
| Content Focus | Technical depth, practical help | Builds trust and credibility |
| Communication Style | Peer-to-peer dialogue | Shows understanding of their needs |
| Ad Format | Native, non-intrusive ads | Respects their workflow |
| Timing | Afternoon posts | Higher engagement and visibility |
To succeed, create ads that feel like a resource, respect developers' time, and focus on solving their challenges. Skip the fluff - developers see through it.
Developer Marketing - Expert Tips to Make a Success of It
Understanding How Developers React to Ads
Developers tend to view advertising through a different lens. Studies reveal that over 70% of developers use ad blockers, and 40% have never clicked on an ad.
What Developers Look for in Ads
When it comes to advertising, developers prioritize substance over flashy presentation. Their technical mindset influences how they assess and interact with promotional material:
| Element | What Works | Why It Matters |
|---|---|---|
| Technical Depth | Detailed specifications and code examples | Demonstrates practical application |
| Problem Focus | Clear explanation of the problem being solved | Shows an understanding of developer needs |
| Transparency | Honest discussion of limitations and capabilities | Builds trust and credibility |
| Educational Value | In-depth insights and learning opportunities | Offers immediate, actionable value |
Research shows that nearly 24% of developers have a "great deal of influence" on technology purchasing decisions. This makes them particularly selective about the content they engage with. However, even minor missteps in messaging can alienate this audience.
Common Messaging Mistakes to Avoid
Here are some pitfalls to steer clear of:
- Overly promotional language: Developers can immediately spot and dismiss exaggerated claims.
- Generic thought leadership: Unsubstantiated predictions or vague insights won’t hold their attention.
- Shallow case studies: Success stories without technical depth fail to resonate.
Jakub Czakon highlights this challenge:
"People just don't get what marketing is. People think it is just pushy pop-ups, fluffy copy, and irrelevant ads. I think this is our fault, marketers. We did this to ourselves."
The skepticism is real: only 5% of people hold a "very positive" view of the advertising industry, and just 4% believe advertising professionals "practice integrity".
To create ads that resonate with developers, focus on:
- Sharing real-world engineering experiences, including challenges and solutions
- Providing practical code examples or interactive demos
- Ensuring all content is technically accurate and precise
The goal? Make your content so useful that developers see it as a resource, not just another ad.
Core Rules for Developer Platform Ads
Selecting Effective Ad Types
Choose ad formats that naturally fit into a developer's workflow to maximize impact. Native advertising works well because it integrates smoothly into their daily routines.
| Ad Format | Effectiveness | Best Use Case |
|---|---|---|
| Newsletter Sponsorships | High engagement | Technical deep dives, case studies |
| Native In-Feed Ads | Strong visibility | Product announcements, tool updates |
| Post Page Ads | Targeted reach | Documentation, tutorials |
Newsletter sponsorships stand out, with 82% of technical newsletter subscribers reportedly influencing purchasing decisions at their companies. This format allows for detailed, technical content while maintaining credibility.
Writing Technically Sound Ad Copy
Once you've picked the right ad format, the next step is creating clear, technical ad copy that speaks directly to developers. Nelson Bechem, a Software Engineer at Glotelho, puts it best:
"If you're writing like you're pitching to VCs, you're doing it wrong. If you're writing like you're helping a fellow developer solve a problem they're stuck on, you're on the right track."
To create effective technical ad copy:
- Use code snippets to illustrate your solution.
- Directly address specific challenges developers face.
- Have experienced developers review your content for accuracy.
- Highlight real-world results.
A solid example comes from Laika’s campaign in the Owler newsletter. Instead of pushing promotional content, they shared actionable SOC compliance tips, leading to higher click-through rates and attracting quality leads.
When to Show Ads to Developers
Timing is just as important as format and content. Developers are most active during specific times of the day, and aligning your ads with these patterns can significantly improve engagement:
- Afternoon: 2,293 likes, 255 shares
- Morning: 717 likes, 165 shares
- Evening: 703 likes, 34 shares
The afternoon stands out as the best time, not just for likes and shares but also for comments - 241 compared to 147 in the morning and just 43 in the evening.
Adam Duvander offers a key takeaway on this:
"You'll want to use the 'education over promotion' philosophy … Developers are always skeptical, but especially with advertising. Look for where developers are already learning and getting their development news. If your sponsorship can feel as naturally helpful as other content from that source, you'll be doing well."
sbb-itb-e54ba74
Ethics in Developer Advertising
Data Privacy Standards
Respecting data privacy is a key part of ethical advertising to developers. A well-structured privacy approach should include the following:
| Privacy Component | Implementation Requirements | Impact on Trust |
|---|---|---|
| Data Collection | Collect only what's necessary and explain why | Builds credibility |
| Consent Management | Use explicit opt-in processes | Improves transparency |
| Data Access | Provide self-service data controls | Empowers users |
| Security Measures | Encrypt data during transit and storage | Reduces risks |
"Collect data only where you need it (and have explained that need to the user - see item #1 above). If you don't need it, leave it."
Equally important is ensuring that ads integrate smoothly into the developer's workflow without causing interruptions.
Making Ads That Don't Interrupt
Research shows that 77% of American Adblock users are open to seeing relevant ads on websites they trust.
To craft ads that respect the developer's workflow, keep these points in mind:
Timing Optimization
Schedule ads to appear when your audience is most active, based on time zones and work habits.
Content Relevance
Create ads that are closely aligned with your audience's interests. Ads should clearly match the linked content and be labeled as sponsored to avoid confusion.
Platform-Specific Considerations
Use native ad formats that integrate naturally with the platform's content, maintaining a seamless user experience.
Tracking and Improving Ad Performance
Developer-Specific Metrics to Measure Success
To evaluate how well your ads are performing, track both conversion metrics and developer engagement. These two areas provide a clear picture of how your campaigns are resonating with your audience.
Here’s a breakdown of key metrics to monitor:
| Metric Category | Key Indicators | Why It Matters |
|---|---|---|
| Conversions | Click-through rates, form completions, purchases | Shows how effectively your ads drive direct responses. |
| Technical Engagement | Documentation access, API usage, sample code downloads, support queries | Highlights how developers interact with your technical content. |
By focusing on these metrics, you can adjust your strategy to better meet the needs of your audience.
Fine-Tuning Ads for Developers Through Testing
Once you’ve established your metrics, the next step is to refine your approach by testing ads with actual developer audiences. A/B testing works particularly well when done systematically, with a focus on technical relevance. Test one element at a time to see what resonates most.
A Simple Testing Framework
-
Choose a Technical Focus
Example: Test whether emphasizing support for a popular programming language increases engagement with a cloud service ad. -
Create Balanced Control Groups
Divide developers into groups based on experience and interests to ensure fair and reliable comparisons. -
Track Developer-Specific Engagement
Pay attention to actions that matter most to developers, such as:- Accessing documentation
- Exploring API endpoints
- Downloading sample code
- Submitting technical support queries
Tips for Effective Testing
- Allow tests to run until results are statistically reliable.
- Focus on a single technical element per test to avoid confusion.
- Ensure all ad variants maintain technical accuracy.
- Account for developers’ work habits and time zones when scheduling tests.
- Repeat tests to confirm findings and refine your approach.
Conclusion: Rules for Success in Developer Advertising
To succeed in developer advertising, you need a mix of precision, clarity, and relevance. Campaigns that focus on accuracy, provide useful information, and communicate transparently tend to perform best.
Here are three key principles to keep in mind:
- Be technically accurate: Developers value precise, factual information. Any errors can damage credibility.
- Choose the right timing: Well-timed ads are more likely to engage your audience effectively.
- Focus on education: Offer content that helps developers solve problems or learn, rather than just promoting your product.
FAQs
Why is it important to include technical depth in ads for developers, and how can you do it effectively?
Developers value ads that demonstrate a clear understanding of their technical challenges and needs. Including technical depth builds trust and credibility while making your message more relevant to this audience.
To do this effectively, focus on providing practical solutions by addressing specific pain points and showcasing real-world applications. Incorporate code snippets, examples, or interactive demos to make your ad engaging and relatable. Keep your messaging clear and concise, avoiding unnecessary buzzwords or overly promotional language. By speaking their language and offering tangible value, you can connect with developers more effectively and drive better results.
How can I create ads that respect a developer's workflow without being disruptive?
To ensure your ads don’t disrupt a developer’s workflow, focus on non-intrusive practices. Use ad placements that naturally integrate into the platform, like prioritizing above-the-fold ads for visibility while loading below-the-fold ads lazily to avoid slowing down the experience.
Avoid using intrusive formats like pop-ups or auto-playing media, as these can frustrate users. Instead, align your ad tone and style with developers' preferences - keep it clear, concise, and relevant to their interests. Thoughtful execution ensures your ads are noticed without interrupting productivity.
How can advertisers track the performance of their campaigns on developer platforms and make improvements?
To track campaign performance, start by defining clear key performance indicators (KPIs), such as sign-ups, app downloads, or conversions. Regularly review engagement metrics like click-through rates (CTR), impressions, and cost-per-action (CPA) to assess how well your ads are resonating with developers.
Use analytics tools provided by the platform to monitor real-time performance and identify trends. Based on the data, adjust your messaging, ad formats, or targeting to better align with developer preferences and improve results. Consistent optimization is key to maximizing the effectiveness of your campaigns.
