Public favourability towards advertising has hit record lows in recent times, owing to drivers like the bombardment of ads, intrusiveness and suspicious techniques.
With the audience expecting enhanced online customer experiences, advertisers must focus on improving their relationship with the public by adopting a nuanced approach to developing campaigns. By carefully considering who their target audience is, advertisers can offer them relevant information.
Similarly, advertisers must deliver messages to users at times and platforms the users are most comfortable with. Instead of using bright, flashy ads, brands must rely on native advertising formats that use gentle movement and design elements to deliver messages in a way that does not seem forceful.
Incorporating emerging formats like TikTok and digital audio can also prove effective in delivering messages subtly. Apart from formats, advertisers must ensure they bridge the representation gap in the industry and feature racially diverse models to be cognisant of diverse customer groups.
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[7 minute read]