Experiment with new ad formats to capture customer attention

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 12, 2021, 1:23 PM UTC

With their traditional advertising strategies intact, brands must also consider experimenting with branded content and gaming.

About 19% of marketers consider new ad formats not very important, possibly because 31% find them too difficult to measure. But, given how branded integrations and product placements effectively engage audiences, brands must consider diversifying their advertising.

Branded content, for example, with its focus on storytelling, brand journalism and recall value, effectively engages customers. Moreover, such kind of content does not resemble traditional advertising and looks more like editorial content. About 62% of viewers are more likely to react positively to branded content than those who consume 30-second long TV ads.

Similarly, brands can also incorporate immersive gaming experiences when it comes to advertising. Mastercard, for example, collaborated with a video game developer for a championship series that allowed players to use their Mastercard for in-game transactions.

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