The Kinds of Ads People Love
People love advertising. People also hate advertising. What makes the difference? B2B ratings and review firm Clutch surveyed over 1,000 U.S. consumers about what they wanted in advertising. Here’s what they learned: The secrets to creating ads people love.
Consumers Prefer TV and Good Eats
While marketing dollars are moving away from TV, when it comes to the channels consumers prefer, TV still leads the way.
Now, I am on record saying TV ads don't matter anymore, but perhaps that's not the whole story. A clear majority of Clutch's respondents prefer TV ads. (While they're skipping with a DVR, I'm sure.)
In addition, survey takers strongly preferred ads about food, drink and restaurants. In fact, epicurean ads were enjoyed by 80 percent of respondents, while not other singles segment came in at more than half.
Consumers Like Ads If They’re ...
Beyond channel and subject, aspects of the ad creative and the brand behind it also have a big impact on whether or not consumers enjoy an ad.
Consumers said they liked ads than had these attributes:
51% From Trustworthy Brands
46% A New Product of Interest
During the 2018 Super Bowl, Tide nailed many of these elements with a series of crossover ads that were funny, trustworthy, interesting (although not for a new product), relatable and informative (any ad with clean clothes could, indeed, be a de facto detergent ad).
Of course, consumer preference and consumer actions don't always line up. But if you want consumers to enjoy your advertising, a funny, informative TV commercial is a good place to start.