Brands must leverage targeted media channels and opportunities to attain short-term objectives.
With the importance of attention, relevance and trust (A.R.T) rising for advertising effectiveness, brands must rethink their media strategies. A study by Magnetic and Kantar found that advertising in quality media environments helps deliver short-term results while nurturing future brand success.
New tools from the likes of Lumen and Amplified Intelligence can help companies plan for attention and attract prospects. Connecting with consumers on an emotional level should help marketers create relevant content and deliver long-term brand value.
With TV ads and magazines considered to be the most trustworthy, companies must craft authentic ads to ensure credibility on these platforms. Anna Sampson, strategy and insight director at Magnetic, states, brands must maintain cultural relevance, while being relatable and authentic, and understand an audience’s beliefs and values.
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