Cultural Insights Thought Leader. Latinx Market Expert. Qualitative and Quantitative Market Research Practitioner. Public Speaker. Author. Puertorriqueña. 2024 Wonder Woman Awardee!
I know these data might seem controversial to some so here are my thoughts! Of course, video ads/TV ads remain effective method for putting one’s brand out there to consumers. But various factors are changing the way that consumers receive and pay attention to information from brands, and it's not just due to the rise in viewing subscription streaming services over linear TV. It's that today, consumers want more of a two-way interaction between themselves and the brands they patronize. It’s about building relationships with the consumer (an interactive and opt-in, thus more personalized, experience) rather than advertising “to” the consumer (a one-way, impersonal experience). This is why we see email, sponsored social media posts, text messages, and other tactics selected as often or more often as traditional and even streamed ads, especially by audiences under 50. This is not to say that the consumer might not have found out about, or shaped their opinion about a brand, based on an ad they might have seen on TV or in a streaming service. But the ongoing relationship is built through an interactive dialogue between the consumer and the brand and in my view is what really drives that call-to-action. Thoughts?
Horowitz Study Reveals Perceptions of Ad Effectiveness by Age; Among Younger Americans, Digital Platforms More Effective Than Ads on Live and Streamed TV.
