These days, video ads are overwhelming audiences whether it’s on TV or online as the rise of digital platforms makes it more accessible and cheaper for brands to advertise, thus adding to the visual congestion.
So typically to stand out in the clutter, MENA marketers and creatives steer towards humor as a creative tool to win over their fun-loving Arab audiences but end up missing the mark with low metric measures.
It’s a frustrating reality when you’re dedicating huge fractions of your budget to advertising campaigns especially with Ramadan coming up in two weeks.
Because of this, it’s imperative for marketers and creatives to ensure that they’re leaving a lasting impression and increasing ad recall by being
- Memorable
- Distinctive
- Emotionally
- engaging
The key to identifying a distinctive and highly effective storyline for your ad is by connecting with your consumers to understand their reactions, perceptions, and impressions of your ads. This can guide marketers and creatives towards making more tactical conceptual decisions as you fight to stand out in the sea of upcoming Ramadan campaigns.
To do this, there are two directions you can take to understand your consumers:
1. Map how consumers see, feel, and react when they see your ad
Behavioral measuring tools are currently used to identify and map out how consumers are reacting to different aspects of your ads by:
- Tracking consumer’s eye movement throughout the ad
- How long you hold viewers’ attention
- Mapping consumers’ emotional reactions by documenting their facial expressions.
2. Confirm creative decisions by measuring your ad’s relevance without delay
Nowadays, you can receive reports and insights in only a few days instead of weeks with automated ZeroTime™ Insights research. The goal is to help clients make fast decisions without delaying their planning process while understanding how relevant and distinctive your ad is as you stand out in the crowd.
Your audience will start laughing again once marketers and creatives realize that their ad ideas won’t be stifled by research, but rather enhance their campaign development for smarter post-production video editing and for more relevant creative plans that can drive higher sales.
New price management decisions are based on looking at your business holistically so you don’t have to actually increase your product prices and risk losing your customers.
