We have been repeatedly arguing this year, that advertising in off-Line media needs in priority to accomplish two things: Become more entertaining & more attention grabbing. Needs primarily to grab the attention of consumers, to stand a chance to deliver the message in the “ad interruption paradigm” we live in. Nevertheless, attention grabbing should not be done with fireworks, but in a relevant to consumer & brand way. And I am just realizing that the need to compensate TV viewers for interrupting their show to advertise your brand (together with lots of other brands), has been around for too long. Today though the issue becomes more pressing, as every $ invested in any medium, must deliver effectively and marketers are held accountable. And “ad blocking” needs to be fought back creatively. So, you owe a smile to your viewers, or at least an opportunity to rethink multifaceted issues, under a new angle.
A supreme example on this has been the UK ads for HENKEL color catcher. Another also very strong example, is the smoking board, that unmistakably attracts everyone’s attention.
Now we see that in August 2018, KANTAR MEDIA came up with its report, reinforcing these ideas and packaging them in an elegant form. It says among other things,
· Relevance is key for consumers when viewing advertisements
· Traditional media is still relevant to advertising and is finding ways to keep its medium alive by migrating to new platforms to reach its market
· Consumers want to engage with brands that are not only acting in their best interests but in the interests of societies and economies
The full report is available to download at: https://www.kantarmedia.com/ie/newsroom/press-releases/kantar-media-launches-report-calling-for-improved-creativity-and-standardised-measurement
Then an analytical approach on prioritizing the disruptive element in ads together, together with the scientific experimental basis, you can find in Milton’s article, published in the Greek Marketing Week Magazine of 3d of Sep 2018. The article is part of Milton’s monthly contribution since June 2018, to the series INSIGHTS: