With today’s consumers demanding more original, personal and provocative experiences, advertisers need to find new ways of approaching digital advertising, digital growth agency IAB states. At the 2016 IAB MIXX Conference, it was clear that consumers were rejecting experiences that do not fulfill their needs and that agencies need to connect with consumers through authentic human stories. Fast food company McDonalds senior VP Deborah Wahl told delegates at the event that the ad blocking trend was proof that advertisers needed to embrace a culture of listening. “Consumers have the freedom to tune us out. This drives us to participate in a new dialogue, where we put the consumer first.� New York City-based digital agency 360i chairperson Bryan Wiener added that the agency of the future would offer storytelling that gets attention, uses a data-driven approach and is digitally led but not digitally limited.
Source: www.engineeringnews.co.za
Advertising to take a more personal approach to keep consumers’ attention
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