More than half of viewers would skip an ad if they had a choice so is advertising still a viable option? According to research conducted by Kantar Millward Brown 61% of consumers skip ads whenever they can and almost two-thirds of ads deliver an explicit product message, despite the fact that it is emotional relevance and creative engagement which are most critical to success. Kantar Millward Brown’s reports states that when compared with ads that focus on a key message, ads with creative impact, driven by branded, emotional engagement, have a much clearer relationship with in-market sales effects. “Failing to get the key message across in ads is associated with a lower likelihood of a sales response – but this is dwarfed in comparison to the problems caused by failing to engage viewers,” says the report. The best approach, said Natalie Botha, director of creative development, Africa & Middle East at Kantar Millward Brown, is to move beyond the message and to stop selling product fe...

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