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People Just Want Information from Advertising
In this episode, Mark Mathis talks about what consumers really want from advertising.
Featuring:
Mark Mathis
Mark Mathis is Chief Creative and Strategy Officer. Transcription:
Mark Mathis: Hello. This is the One Minute Marketer. I'm Mark Mathis, Creative Director at Amperage Marketing and Fundraising. And I was just thinking, what do people really want from advertising? Today, the once distinct line between advertising and editorial is blurring. So, no matter what kind of ad you are constructing, remember, people want to be informed more than any other attribute of an ad. Research conducted by the Global Web Index found that consumers really want good information from their advertising.
They also want to know if there is any special offer or discount and they want to know about things relevant to them or an advertisement that teaches them something new. In the top tier group, was also the response entertain me, yet make me laugh was way down on the list. It seems like most ads try to go for the big laugh, but laughing and entertain me are two distinct things. It was found that people do want ads that are relevant to them, but not in a creepy way. If the ad is too targeted, then the approach may have a negative impact on the brand perception. It's also time to tighten up the ship on ad adjacencies. You may not be watching, but one third of respondents said that the brand could be negatively impacted if the ad appeared next to inappropriate content. So, while you're trying to be wildly creative in your messaging, remember the first order of things people want from your advertisement, they simply want good old information.
That's the One Minute Marketer for this week.
My special, thanks to audio engineer, Bill Klaproth. If you like this marketing thinking, reach out to us at amperagemarketing.com. We will move your needle. .
Mark Mathis: Hello. This is the One Minute Marketer. I'm Mark Mathis, Creative Director at Amperage Marketing and Fundraising. And I was just thinking, what do people really want from advertising? Today, the once distinct line between advertising and editorial is blurring. So, no matter what kind of ad you are constructing, remember, people want to be informed more than any other attribute of an ad. Research conducted by the Global Web Index found that consumers really want good information from their advertising.
They also want to know if there is any special offer or discount and they want to know about things relevant to them or an advertisement that teaches them something new. In the top tier group, was also the response entertain me, yet make me laugh was way down on the list. It seems like most ads try to go for the big laugh, but laughing and entertain me are two distinct things. It was found that people do want ads that are relevant to them, but not in a creepy way. If the ad is too targeted, then the approach may have a negative impact on the brand perception. It's also time to tighten up the ship on ad adjacencies. You may not be watching, but one third of respondents said that the brand could be negatively impacted if the ad appeared next to inappropriate content. So, while you're trying to be wildly creative in your messaging, remember the first order of things people want from your advertisement, they simply want good old information.
That's the One Minute Marketer for this week.
My special, thanks to audio engineer, Bill Klaproth. If you like this marketing thinking, reach out to us at amperagemarketing.com. We will move your needle. .