Regulatory changes and ad relevance pose major challenges for brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 15, 2021, 5:53 PM UTC

A study by IAB US and PwC has detailed how consumer expectations from brands and their advertising content have evolved to value knowledge, convenience and efficiency.

Especially when businesses are preparing to eliminate third-party cookies, brands must focus on ads relevant to their target audience. Consumers today want more useful ad experiences and want brands to experiment with ad formats.

Brands should also consider incorporating shoppable content, among other formats. At the same time, brands must work with the federal government to better prepare for regulatory changes and safeguard growth prospects.

According to the report, the need to offer more helpful content and build consumer relationships is combined with a shortage of talent. Brands must avoid intrusive promotions and taking a “lift-and-shift” approach. Instead, focus on adopting a consumer-first approach.

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