A recent consumer survey proved that advertisements indeed affect their purchasing decisions, however not all sorts of advertisements are successful.
Social Media Ads Drive Sales for Small Business … But Not All Ads Work
For example, celebrity endorsement was voted the top ‘Characteristic of a Bad Ad’ in the survey by marketing specialists Unsupervised, demonstrating the power of the influencer is not as big as celebrities like to assume.
With advertising frequently being a need in company to not only create cash but to develop brand awareness among the customer base, let’s look at which sort of ads are the most successful according to consumers themselves.
Top Advertising Platforms Revealed
The research by Unsupervised polled over 1,000 customers to offer some insight into what consumers think about ads. The data should help us all develop a better grasp of what individuals like and hate about commercials, especially those that lead to greater expenditure.
The top social media channels that lead to purchases directly influenced by advertising were shown to be Instagram, Facebook and YouTube. Instagram also rated highest out of the social media platforms when it comes to trustworthiness, albeit still below conventional advertising outlets like newspapers, magazines, radio and television. Instagram also scored top for motivating the biggest amount of expenditure at $300, with Facebook second at $255. In comparison, the most trusted advertizing mediums of newspapers and magazines inspired far smaller amounts at $209 and $186 respectively.
Unsupervised also questioned customers where they experienced the worst advertising, with YouTube coming top above television in second place. This is a strong evidence that video (or television) commercials do not connect with consumers as effectively as other modes of advertizing.
Characteristics of Good and Bad Adverts
We noted that celebrity endorsement is the worst ‘bad trait’ of advertisements, but arguably more important to developing advertisements are the characteristics that people regard to be desirable.
This component of the study showed that the most favoured aspects of a strong commercial was how relatable it was, with 43% of those polled picking it among their multiple choice selections. The brand itself and whether or not it was already one of the consumer’s chosen brands, as well as how informational the ad was, were the next two most common aspects of a successful commercial.
Being amusing was regarded a favourable trait by 30% of people questioned, yet this should be contrasted with 24% saying that unrealistic characters was the second most popular characteristic of a terrible commercial. Product-driven advertisements were also popular among consumers.
Also rating high up the list of undesirable traits were catchy jingles, vivid colours, and calls-to-action that were just a touch too evident.
Using Data to Create Adverts
So we know that being relatable is the top attribute of a successful commercial according to consumers, and we also want our ads to be informational. If we can inject some comedy in there then it can work, yet it is crucial to have realistic people. Focus on the goods whenever feasible, and maybe don’t put obnoxious jingles and uncomfortable calls-to-action on your audience either.
Image: Depositphotos
