Sergiy Denisenko CEO MGID.
Getty
There is no denying that the advertising industry faces significant challenges. In addition to the massive job cuts, commentators predict an inflation-fueled slowdown in digital ad spending next year as advertisers adapt to the cost of living. But there are other ways advertisers can deal with economic uncertainty. Instead of cutting your ad budget, it’s important to shift your focus to boosting campaign performance and improving your targeting capabilities.
Research shows that emotional investment in content drives ad engagement, and positive psychological arousal can inspire positive brand perception and loyalty. So, with a recession looming and budgets under scrutiny, how can advertisers take advantage of this and maximize their spend?
Use emotions to drive engagement
It’s no secret that campaigners and advertisers have used emotion to drive action for years. After all, research shows that it takes him less than three seconds to show an intuitive reaction to something, and emotional ads can engage viewers right from the start.
Some use fear to drive change, such as public health campaigns. For example, quit smoking ads often use graphic and offensive imagery to emphasize the dangers of smoking and persuade viewers to quit. Similarly, climate-conscious brand Patagonia frequently uses shocking visuals and bold, evocative messages in its ads to highlight the seriousness of climate change and the importance of taking action. .
Brands also use positive sentiment to encourage positive brand associations and establish meaningful connections with consumers to reinforce loyalty. Coca-Cola’s Christmas ads typically use happiness as a key theme, promoting togetherness around the holidays. This year, campaigns in the US and Canada revolved around the message that “holidays always find a way.”
Research shows that ads with positive sentiment get more share online, but so does disgust. This proves that strong psychological arousal can drive consumer behavior, resulting in increased brand awareness and reach. With brands themselves feeling pinched during the economic crisis, emotional advertising can block the noise and drive engagement. Combining the right emotional message with the right advertising strategy and format to maximize its effectiveness and improve campaign performance.
Right Content, Right Audience, Right Time
A Nielsen study found that consumers are more receptive to contextual ads displayed within a relevant environment. For example, if an Internet user visits his sports website to read soccer results, it may promote relevant soccer jerseys and sporting events taking place in the area.
The beauty of contextual advertising is that it targets the content that consumers see rather than individuals. This means that the viewer receives relevant advertising tailored to the environment in which the viewer is viewed and, in relation to that, to the viewer’s interests. Additionally, no user’s personal data is at risk, providing a viable and addressable solution to a cookie-free world.
Depending on the advertiser’s goals, contextual advertising may be more effective than search advertising. Contextual advertising allows advertisers to target a wider audience that may be interested in your product but are not yet actively searching for it. Search advertising limits advertisers to motivated audiences who are already searching for information, narrowing their reach and filtering out potential high-value audiences. Combined with high arousal creative, contextual her targeting can be delivered to the right audience at the right time for maximum impact.
Create seamless, uninterrupted experiences
A tailored targeting strategy isn’t the only thing that can help you increase your influence. Ad formats are equally important. Native ads often work particularly well in conjunction with contextual targeting because they embrace the aesthetics of their environment and integrate seamlessly into their content for an uninterrupted user experience. When combined with contextual targeting, audiences are more likely to receive and engage with relevant and visually appealing creative as opposed to potentially irritating pop-up ads.
As the economic crisis continues, there are benefits to be gained by adjusting advertising strategies rather than spending. Emotional creatives have a greater impact, but advertisers can amplify this by using more effective targeting and ad formats. Getting relevant content to the right consumer at the right time ensures greater conversions, allowing the advertiser to continue to prove her ROI and hit critical his KPIs in the face of inflation. make it possible.
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