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How To Make Consumers Respond To Your Ads

Here are three ways that marketers can leverage the opportunities of our still-evolving world to engage people and capture their diminishing attention:

consumer-responseRespect Consumers. The emphasis on user experience comes in and out of vogue, and one place we need to revisit it is video. Video is on the rise — content and ad plays are skyrocketing — and there’s a ton of momentum for brands to leverage. Users want to see video advertising that ‘s relevant to the content they’re viewing, puts them in control with user initiation and enables choice about when and how to engage. Ads that can put the user’s needs first will be able to deliver on the true promise of digital advertising: accountability and engagement.

Engage Consumers. Consumers actually don’t mind advertising that ‘s useful to them, and marketers and agency heads are starting to understand this. The way to build a relationship with today’s consumers is to align your brand with their needs, and by serving a value-add message, rather than simply an ad message. Jeep did this last year when it served real-time, dynamic local weather reports inside its display-ad units. Warner Bros. forged a new path for entertainment marketing with Machinima’s incredible Mortal Kombat series. Lots of brands are exploring the potential of such “native” ads and liking the results.

Connect with Consumers. Where there’s complexity there’s the opportunity to find the best mix of solutions. Brands need to meet the users on platforms that matter to them most. This might mean rolling out a new product on television (still a great partner for digital), using display innovations like in-image and video to meet users in their area of interest and exploring branded content. It also means being viewable and relevant in the edit well where attention is focused. Don’t expect one solution to reach all audiences, but a smart mix that makes sense for your brand. Your audiences will deliver the results.

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