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Understanding consumer’s attitude to enhance ad effectiveness

Paul Cha

Head of Digital & Media, Kantar Insights China.

Digital 15.09.2017 / 11:00

Consumers on street

The real power of advertising lies not in the moment of purchase, but in people’s memories.

The changing cultural, retail and media landscape has huge ramifications for marketing. Especially, as media spending shifts to digital, the number of ads has increased dramatically and ads face fierce competition of grabbing attention from consumers. With consumers being exposed to over 1,000 ads per day, making sure your ad having a meaningful impact is more challenging than ever.

Also, marketers today face a new cultural mindset. Empowered by digital tools, consumers can control what they see & engage in digital space. They now live in a search, skip or share culture, where they have gone from simply receiving content to seeking it out and potentially sharing it.

This presents a huge opportunity for brands with content that resonates, but offers little for those that do not.



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How has marketing responded to the new mindset of consumers? Many move to marketing in the moment. Seizing on the wealth of behavioral data left by people’s digital footprints, numerous marketers exhaust themselves trying to reach consumers in the moment when they are shopping or at the point of purchase.

But this is also the moment when people are most likely to doubt advertising claims, compare features and pricing as well as try to make up their minds. In reality, engaging consumers at the moments/points of purchase limits the full power of ads.

Rather, the real power of advertising lies not in the moment but in people’s memories. Advertising’s true power is to establish motivating feelings, ideas and associations linked to the brand in people’s memories so that when people try to make up their own minds those impressions shape the way they respond. The influence of advertising is all the more powerful because ad exposure is decoupled from the purchase decision. Through this approach, consumers do not fear being manipulated by advertising because they cannot remember when or where their impression was formed. This is why the most effective advertising leaves a lasting impression.

THEN HOW SHOULD ADVERTISERS ADAPT?

1. Deliver RELEVANT content

When consumers think about it, they accept that advertising is not all bad with 87% of Chinese consumers saying they are fine with ad as long as it is not annoying. People of all ages still value entertaining content. As long as ad is entertaining through telling an interesting story and is remarkable, or emotionally intriguing or useful, the chance of drawing engagement from consumers is high. Kantar studies shows that ad with more relevance with targeted consumers creates additional impact.



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As such, brands should put more effort on building more relevant creative by being brave with formats of ad and use formats that give control to the audience, earn attention through great creativity and make it snackable.

2. Deliver to RELEVANT consumers

Marketers should adopt to work with consumer’s mindset and not against it. However, most ads are irrelevant to the consumers that see them (when they are seen) with over 70% of Chinese consumers who remember seeing an irrelevant online advertising.This works against consumers’ expectation to control their digital experiences and make them resentful of interruption on mobile devices which results in actual damage in brand equity.

As such, marketers should focus on improving relevancy hit ratio by not just rely on online behavioural data, but trying to more understand consumer attitudes towards the brand and incorporate that into media buying.

Ensuring reaching the relevant consumers through precision targeting based on consumers’ attitude/openness toward the brand, emotions or category needs provides additional relevancy hit ratio and a case study shows targeting consumers who are open to the brand provided additional 38% uplift on brand consideration than the behaviour data based targeting.

Source: Kantar, Kantar Millward Brown

Editor's notes

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