Knowing how to advertise to a diverse crowd of consumers can be tricky, and a little more time consuming than most businesses would like. Adding to that complexity, current trends indicate that consumers dislike sound in their ads. And there’s more.
Let’s take a quick peek at some of the advertising trends that are happening now, and how business and brands can utilize Next Generation AI-powered social analytics to advertise broadly, and in real-time, when necessary!
Consumers Care Less, Till They Do
To understand how to advertise today, we must look at how consumers view advertisements, or rather, on what device. Having multiple platforms in mind when considering consumer appeal is wise, but with 3.5 billion people owning smartphones, advertising your product or service via mobile makes “cents.” This is especially true when it comes to product awareness and sales, according to Mobile Marketer:
As we see below, Internet ads are number one, with radio “surviving this bloodbath” sliding in last. And digital ads are the number one way to reach consumers. They allow you to grab the attention of a wider audience, target specific groups – and it is cost effective.
With the world becoming more mobile-centric and 74% of U.S. consumers watching or streaming videos online or on a smartphone, this is a trend to pay attention to. Using market research and the gift of Next Generation AI at Quid, we can see what a hot topic Digital Marketing has become in the larger “marketing” conversation, with print not even rating a solid mention in more than 5k articles on the topic:
And then NetBase shows us how people feel about Digital Marketing. Using this consumer intel, we can see that digital ads receive overwhelmingly positive feedback.
But, to keep consumers happy with this online advertising, there’s a new twist to Video Content Marketing to be aware of – sound-off advertising.
The Sound of Silence
Sound-Off or silent advertisement is becoming the norm for social platforms like Facebook, where as many as 100 million hours of video are watched per day. According to an article by Adweek, 85% of advertisements seen in social feeds are without sound. And this quiet approach is gaining popularity.
It makes sense – Silent Advertisements are preferable when consumers are at work, in church, at meetings and so on. As HubSpot shared in its 11 Soundless Videos We Love and Why, “by making videos volume-agnostic, anyone can watch and understand them, whether they’re on a desktop computer or browsing their social feeds on their commute.” Plus, they force advertisers to get even more creative. Like this one that won a Shorty Award for Silent Advertising for Hotels.com:
Instagram, leaders in the social media game today, see the importance of versatility when it comes to successful advertisement. In short, they realize noisy adds hurt their bottom line. Instagram reported that 60% of its users were watching ads with sound on. That’s good right? Not so fast! Here’s what was said about it:
Turns out silence is golden when it comes to reaching a broader audience and getting the most bang for your buck!
One stunning example is VOX’s two minute long video about Deflategate . Remember that scandal? This smart video has no voice overs, just a bit of animation with a few layovers. The video has been shared 118,602 times on YouTube and 30,291 times on Facebook. This is important because, unlike Facebook, where ads just appear as you scroll, people go looking for YouTube, proving that consumers are seeking out more creative and quieter ways to view things.
Quieter and gentler, in fact . . . or at least that’s what ESG trends tell us.
The ABC’s of ESG Advertising
Aside from giving us the silent treatment, another growing trend is ESG Advertising. Standing for Environmental, Social and Governance, ESG advertising helps link a consumer’s ethical beliefs to a product or brand that shares those same values.
More people are aware of their carbon footprint and want to invest in companies that are also making steps to reduce theirs. ADEC Innovations had this to say about it:
Millennials once again lead the charge on today’s trends! They are a group to watch, as what they are interested in often becomes the demand. But it’s not just these passionate youngsters that are interested in ESG as seen in the graphic below, ESG Investment overall is up!
Consumers and businesses are investing in ESG. So, marketing your brand and telling its story of sustainability is something to fold into your regularly scheduled marketing!
How can you be sure your consumers are interested in ESG, silent ads or anything really? You need accurate, transparent consumer and market intelligence.
The Importance of Accurate Consumer and Market Intelligence
In today’s fast-paced, global market, it’s important to utilize the right consumer research to help you “read the room” of this fickle online crowd. Not doing so can be deadly.
Take Kodak who filed for bankruptcy in 2012. They invented the first digital camera in 1975, but were too reliant on the success of film, and blatantly ignored the opportunity to be leaders in digital photography.
Or Nokia, who overestimated their brand and arrived late on the smartphone scene and couldn’t compete.
If either Kodak or Nokia had used Next Generation AI-powered consumer and market intelligence to help them better understand what people wanted, perhaps their story would be different today! Perhaps your story can shift too . . .Reach out for a demo and we’ll show you how.