[AI요약] Traditional advertisements such as TV advertisements and banner advertisements are no longer able to attract consumers’ attention. Because consumers are paying to block ads. An analysis was conducted on how consumers who dislike advertisements want to experience new brands.
Consumers are no longer interested in traditional advertising methods. (Image = Pripic)
What is the advertising method for consumers who hate advertising?
Foreign media such as CNBC reported on the 23rd (local time) on a new highly targeted branding and advertising method.
Content marketing is one of those vague terms that “mean nothing and mean everything.” No single expert has all the answers in this growing field. However, there are no experts who think that ‘storytelling’ is not important.
‘Branded content’, which is emerging recently, is not just a buzzword. This form of advertising has changed since the early days of newspaper advertising as publishers and advertisers invested in advertising. From start-ups aiming to transform industries to Fortune 500 companies, companies looking to build relationships with their next generation of customers are looking for innovative ways to connect with consumers. The latest trend for this is through stories, not advertisements.
Branded content is proving to be a long-term sustainable solution, not only as a tool for relationship building, but as a major revenue opportunity for most publishers. Industry giants are reshaping branded content as an integral part of digital advertising revenue.
The biggest change is the banning of banner ads. This is because consumers are no longer interested in banner ads. I doubt if he ever showed interest.
About 25% of Internet users use an ad blocker, according to data from the story company Pressboard. Ad-free Netflix grew its subscriber count from 50 million to 125 million between 2014 and 2018 alone.
The obvious and simple truth to be seen here is that consumers do not like ads and will pay to avoid them while watching their favorite shows on TV or online. Therefore, marketers are now at a point where they need to provide ‘something’ that can communicate brand value in a way that truly resonates with consumers.
Consumers especially like branded content because providing value is more important than selling a product. According to data from Ascend Integrated Media, 70% of consumers want to learn about products through content and respond positively to brands that offer thoughtful subject matter expertise.
More and more companies are investing in branded content. This is because branded content is the most effective and new way to capture consumer attention and build trust. As any marketer knows, time is money. Here, the consumer’s ‘time’ can be used as a synonym for ‘interest’ in the consumer.
Pressboard explained, “Brands, publishers, influencers, agencies, etc. can use data to create interesting content instead of advertising,” and “Branded content can be created with the cooperation of all these content experts.”
The Press Board emphasized, “It is important to understand the value of branded content, discover the story, and inform the world of the brand’s story.”
