The Tech Firms Changing TV Advertising in 2018
The customer always knows best, right?
Whilst this slice of wisdom may not always ring true, it certainly does within TV Advertising, where the consumer is the authority on what’s good, average and downright bad.
So what do consumers want?
It’s a conundrum that marketers and advertisers are continuously trying to figure out.
Luckily, we’re not the only ones wondering what consumers want from their adverts. The clever researchers at Nielsen recently released research that indicates what ‘messaging themes speak loudest to consumers.’
According to the research, the best adverts score top marks within three specific areas: attention, conversion to long-term memory and emotional engagement.
Nielsen’s research tested 30,000 online consumers regarding which themes they find most engaging. Unsurprisingly, the results varied depending on variables such as location and age, but the study helps to make it a little clearer what consumers want to see from TV Adverts.
The researchers found that adverts depicting real-life situations worked best, with 44% of participants selecting this as a preferred genre. Supposedly, the familiarity of realism aids the memorability of an advertisement.
Whilst this is a rather generic conclusion, the study explores the phenomenon of messaging in more depth by analysing the variations in answers based on the demographic of respondents.
They found that whilst humour resonates strongly with a Western audience, it didn’t score higher than third in any other region; with Asia-Pacific and Latin American respondents placing it fourth. Instead, Latin American audiences prefer health-themed adverts and those that focus on family, the latter of which is also appealing to consumers in the Middle East and Africa.
Despite this, there are still similarities between top adverts, whatever genre they employ. As Randall Beard, the President of Nielsen Expanded Verticals explains:
“Best-in-class ads share several characteristics: they’re relatable, follow an upbeat and simple storyline, use novel and striking imagery and make an emotional connection.”
That said, Beard suggests that understanding the local preferences in which an advert will air is absolutely critical to its success:
“These characteristics provide a strong foundation for creative development, but there’s no ‘one-size-fits all’ formula. What’s effective in one country or region won’t necessarily work well in others. A deep understanding of local preferences is vital.”
Not only is the geographical location important, so is the generation you are targeting. Nielsen’s research suggests that whilst both younger and older generations in the west may prefer humorous adverts, the type of humour varies between demographics.
“Older consumers prefer clever, light-hearted humor, while younger consumers prefer offbeat, sarcastic and slapstick humor.”
That said, ads that focus on realistic situations tend to be well received regardless of a viewer’s age. With 40% of respondents across every generation noting their approval when realism is employed.
Similarly, adverts that are health-oriented and offer ‘value’ were well-received by all five generations that the study focused on.
Interestingly, more niche messages once again split generations. With celebrity endorsements, action packed and aspirational themes appealing most to those between 15-34 much more than older generations.
The latter half of that age group (21-34 year olds) or millennials as they are commonly known, were deemed to have the highest levels of trust in advertisements- including those on TV.
The study makes for interesting reading and highlights the incredibly nuanced differences between target audiences. Whether that’s in regard to geographical location or age, the research serves as a reminder that there is no ‘one size fits all’ approach to advertising.
For expert help and guidance with your TV Advertising Campaigns contact The Living Room today.
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