Here’s what brands need to do to make their auto adverts more effective

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 29, 2022, 5:27 PM GMT+0

In a crowded and competitive automobile landscape, producing an ad that connects with the viewer can be challenging for advertisers.

Instead of starting the automobile advertising with a more traditional expansive running car footage, advertisers should opt for dropping viewers right into the action to hook their attention. They should introduce dynamism with quickly paced, contrasting visuals paired with audio and visuals.

Using interspersing clips of the car, along with fleeting shots of engaging visuals, can evoke energy and excitement in the viewer – compelling them to watch till the end. Besides sharing facts and specs, brands should put people in the centre of their ads. Anchoring their story in human experience can help brands build a personal, emotional and powerful connection with customers.

As audio drives attention, auto advertisers must focus more on sound effects, voice-over and other audio elements in their adverts. They should consider using engine revving sounds, brakes squealing and tires hitting the ground to create an immersive experience for viewers. Further, make sure all auto ads are optimised for mobile devices.

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