People Just Want the Information
What do people 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.
Research conducted by the GlobalWebIndex found that consumers really want good information, they also want to know if there is a special offer or discount, and they want to know about things relevant to them or “teach me something new.” In the top tier group was also the response, “entertain me,” yet “make me laugh” was down the list at the 6th position.
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 that approach may have a negative impact on the brand perception.
It’s also time to tighten the ship on ad adjacencies. You may not be watching, but consumers say one third of respondents view of a brand would be negatively impacted if the ad appeared next to “inappropriate content.”