Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? A recent Nielsen global online survey discussed the trust levels across earned, owned and paid advertising formats, but effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Nielsen Consumer Neuroscience research shows that highly successful ads score well on three dimensions: attention, conversion to long-term memory and emotional engagement. So how can marketers ensure that their ads stand out on these factors? In Nielsen’s latest Global Trust in Advertising Survey, we asked 30,000 online consumers which advertising themes are most impactful. The findings shine light on the types of messages they most enjoy—and not surprisingly, they often differ by region and generation.
Courtesy of Nielsen