Ads sell ideas, services, and products that consumers want to have. They create an aspirational reality that consumers must connect with and desire. For this, the consumer needs to connect at some level with what the ad shows and end up wanting what it has come to offer. If the consumer feels that ‘this ad is not for them’, the message, the effort that the brand has made or the exciting closing that is linked to it does not matter. It will not sink in and you will not pay attention to it.Therefore, it is very important to correctly define what target of consumers you are interested in, to launch messages that respond to their needs, concerns, dreams or interests. It is also crucial to establish well which segment you want to conquer in order to later choose the keys to press.

Each group of consumers is Honduras Email List interested in certain elements, which do not necessarily work with others. The life stage you are in also changes which messages you are most receptive to and which you are not.But are the ads on the internet really reflecting the world in which consumers and their interests move? Do consumers manage to see themselves in the messages that they sell and in the worlds that they represent?A recent study by Facebook and the Geena Davis Institute on Gender in Media makes it clear that no: consumers do not feel represented in the advertising they see online. In fact, what they would like to see in digital ads directly collides with what they are receiving.Thus, 54% of those surveyed say that they do not feel fully represented in online ads, but at the same time 71% of consumers point out that they expect brands to bet on diversity and inclusion in their online ads.

That is, consumers want more diverse advertising, in which they can ‘see’ themselves, but they are quite clear that this is not happening right now. Ads don’t show them.Those who do can get high returns from their strategy. 59% of those surveyed recognize that they are more faithful to those brands that are committed to diversity and inclusion in their online advertising. Another 59% indicate that they prefer them in their purchasing decisions.More diverse ads also have better campaign recall effects. According to the study’s conclusions, they manage to be remembered better than those that are not diverse.What the ads then showAnd if consumers do not feel represented by the ad format they are seeing on the web, what exactly are online ads showing?

Based on the data that the study indicates, it can be concluded that advertisements on the network continue to make use of stereotypical advertising.Thus, the ads end up falling into certain practices. On women, for example, they are 14 times more likely to be shown wearing clothes that show their body than not. They are also much more likely to be targeted (seven times more). Men tend to appear more commonly angry (2.4 times more likely) and less cheerful (1.4 times less likely).Some population groups are directly invisible in online advertising. People with disabilities only appear in 1.1% of online ads and members of the LGBTQ + community only 0.3%.

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