Monday, November 29, 2010

Ad Relevancy Improves Consumer Favorability

Perhaps the results from a study by TidalTV will astonish some. Perhaps not.

After all, it seems to reinforce common sense.

What the results indicate is that the more relevant the commercial is to the viewer, the more likely they are to watch it. In other words, ad relevancy impacts consumer favorability and satisfaction. What’s more, the more relevant the commercial, the longer the commercial can be without losing viewers.

Shocking, isn’t it.

It all goes back to what Gossage said many years ago, and I’m paraphrasing here: People don’t read advertising. People read what interests them. And sometimes, it happens to be an ad.

What interests them. To me, that’s the key to what Gossage was saying. Make the creative interesting. Sure, targeting is important. But haven’t we always known that?

It’s the creative itself, how the story is told, that gets people to stay for 30 seconds or 60 seconds or 90 seconds or longer.

Targeting gets people to start watching.

But length of view, or engagement; or what keeps people watching, is due to story. Not targeting.

In fact, if you make the message right, the right audience will find you.

Targeting through creative.

How’s that for a mindchange?

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