Is there a gap between what marketers want and do and what consumers seek and expect? This question could provide complex analysis of market realities and marketing strategy in many areas, but it is clearly important in advertising. In how the advertising strategy has been established and how consumers have reacted to it, there has been a recurrent divergence.You just have to think about television advertising and the strategy that advertisers have followed in that field. In recent years, the number of ads, the length of ad breaks, and the way in which you try to reach consumers have increased.They have concluded that these ads are especially annoying and the burden of all the advertising time has led them to make the leap to other types of content access formats. Streaming, which has grown so much in recent times, does not, after all, have ads.Something similar happened with the internet over the years. Ads became increasingly intrusive, annoying, and more ubiquitous, and as Internet users became better able to ignore them, advertisers and the platforms that served them opened up new advertising spaces. There was an avalanche of banners, pop-up ads and other formats that consumers defined simply as annoying and that the industry tried to put in any way (simply managing to increase rejection).But is there also a divergence between where advertisers put their messages and where are the consumers most willing to see them? Are brands overfocusing their resources on certain channels and underusing others?The divergence in digital channelsFacebook or YouTube are recurring destinations for ad spend and, as the growth data for ad spend shows, environments to which more and more resources are being directed. The big question is whether consumers really want ‘so much’ for their ads to rank there.According to a study by Kantar collected by Marketing Dive , there is actually a separation between what some want and what others do. Marketers around the world, the study notes, prefer platforms that they consider to be established. Therefore, they preferentially invest in YouTube.However, they point out in the same study, consumers are much more receptive to other channels: their view is usually more positive towards the inclusion of ads on new platforms (perhaps, we ventured from the writing, because they tend to have fewer ads and the new ones are not as annoying as those that are included in platforms already saturated with advertising).
And not only that. More and more users express their exhaustion and anger at the abusive Ukraine Email List and intrusive practices of YouTube advertising.Thus, the list of consumer preferences in digital advertising platforms is topped by TikTok. Following her is Instagram, Snapchat, Google and Twitter.We love more ads that we see lessAnd, curiously, when the fan is opened and consumers are asked about their preferences in advertising in general, those who win are not the digital channels.Consumers prefer, in this order, cinema advertising, brand events, magazine ads, digital outdoor advertising, and newspaper ads. Advertisers, on the other hand, prefer online video ads, television, social media feeds, streaming television, and social media story ads in this order.
Looking at the lists of both, it seems quite clear that consumers prefer the ads that they see less (the frequency of attending the cinema or reading magazines is much lower than that of Internet connection) than those of the media in the United States. that are usually present as audiences.Advertisers, of course, prioritize those ads that they know will have higher potential audiences.The gap between the opinion of users and advertisersAlmost every time we ask the same question, we are faced with the same answer. However, many advertisers continue to think that channels such as YouTube, which in many cases allow them to transfer their television proposals to the online video format, is generating great impact and attention among users when the reality is that it is the opposite.
More and more users are expressing some anger and frustration at intrusive formats that are almost always ignored and that have made the “skip ad” button the most used on the platform.Many advertisers consider that these types of formats that remind us of traditional television ads are optimal for their campaigns, although they are only analyzing their impact with certain metrics that do not show, for example, the negative rejection that advertising brands generate in users who terminate hating this kind of publicity.The proposals of other platforms such as TikTok or Instragram have destroyed the myth of advertising spots. The so-called “advertising for advertisers” has died because the new generations have developed in new ecosystems where this old advertising no longer makes sense.