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Best-liked ads of the Covid era
People prefer advertising based on stories about everyday relatable moments, the latest Covid-era survey of favourite ads finds. Those that deliver an explicit message are less effective than ones that focus on building impressions, heritage, humour and good causes
Reduced marketing budgets over the past year have led to brands developing shorter and less expensive television ads — and industry insiders say the trend is here to stay.This is reflected in the latest Kantar Best Liked Ads survey that tracks and gauges public sentiment. It looks at TV ads from the past two quarters of 2020. Covid, it seems, has changed the entire approach to television advertising as marketers look for more "call to action" work and where the default platform is increasingly digital. A retail brand manager tells the FM: "Television is always my first consideration given its reach and dominance, but I’m now looking for digital synergy or at least advertising that can be repurposed and used across a variety of channels and at a lesser cost than in previous years."Kantar says: "As lockdown dragged on last year and the economy suffered, marketing budgets were scrutinised and, in some instances, slashed to within an inch of their former glory." Quick-thinking marketers...
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