Creating effective ads for the consumer can be a challenging task for brands. Consumers want brands to focus on storytelling to create engagement and generate a conversation. Furthermore, focusing on personalization can help develop ads that grab the consumer’s attention and form an ongoing relationship with them. Consumers want their ads to be personal, but not too personal. When an ad becomes too personal, it affects the comfort level of the consumer. Certain factors and the amount of information being attain can affect these comfort levels.
In terms of developing successful personalized ads, the type of delivery is important to the consumer. Developing digital ads is a great way to reach the consumer because many consumers own smartphones and enjoy watching videos on their phones. “Three-quarters of the younger respondents (18 – 29) said that they used their phone to watch video at least once over the study period. A massive 93 percent of the same group indicated that they use their phone to avoid boredom (I know I do), and sadly, almost half (47 percent) said they do so to avoid interaction with those around them” (Kramer 2015). This presents a large opportunity for brands to deliver personalized ads that engage with consumers.
Kramer, S. (2015, August 25). What Consumers Want From Personalized Advertising (Study). Retrieved from http://themarketingscope.com/what-consumers-want-from-personalized-advertising-study/
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