What consumers want - and don't want - to see in online advertising

What consumers want - and don't want - to see in online advertising
By
10 January 2021 (Edited 02 December 2022)

People say they respond most to upbeat ads with emotional resonance

Consumers want to see emotionally upbeat ads

New research by marketing software developers Allocadia finds that consumers respond most to emotionally upbeat ads, and least to ads that remind them of challenges they're facing in their lives.

Most-liked ads reflect:

  • Inspiration, cited by 42% of survey respondents
  • Joy (40%)
  • Love (38%)
  • Hope (34%)

Least-liked ads were those that incite:

  • Fear (8%)
  • Anger (8%)
  • Sadness (7%)
  • Annoyance (6%)

And 73% of respondents said they want brands to incorporate more diversity into their ad campaigns.

Media with most influence on consumption:

  1. TV commercials, cited by 54%
  2. Social media ads (36%)
    • 50% said social media ads give them gift ideas.
    • 44% said social media ads remind them of things they want to buy for themselves
  3. Radio (15%)

Comments:

  • Once again, researchers find that emotion, not logic, drives consumer behavior.
  • Unfortunately, Allocadia hasn't released any information on the size or the demographic or geographic composition of the survey sample, or dates when data were collected. But results are still qualitatively useful.
  • Not unexpectedly, survey results reflect current events. Advertisers need to act on these findings now before media attention shifts.
  • Paid search is a good choice of medium for fast response to breaking trends.

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.


David Boggs    - David
David@DavidHBoggs.com
View David Boggs's profile on LinkedIn

Google Certifications - David H Boggs
View my profile on Quora
Subscribe to my blog

External Article: https://allocadia.com/company/awards-press/


Subhead People say they respond most to upbeat ads with emotional resonance
Website
Visit Website
Rating
4/5 based on 1 vote.
Show Individual Votes
Related Listings

Sorry, you don't have permission to post comments. Log in, or register if you haven't yet.

Please login or register.

Members currently reading this thread: