Post by account_disabled on Jan 3, 2024 1:15:09 GMT -5
With the Covid-19 pandemic, new consumer habits arrived on the part of citizens, as did new ways of telling stories through advertising : advertisements began to launch different messages, coupled with a reality that no one expected . Hundreds of brands changed their marketing campaigns and, for months, we have been able to see how there are different ways to reach and enter homes. But have all the ads worked during the pandemic? The truth is that no. Advertising from the automobile sector and insurance companies are consolidated as those that have remained the most in the minds of Spanish consumers during this 2020 pandemic. This is data from the 'Digital Consumer Survey 2020' prepared by Nielsen Media in collaboration with Dynata. To achieve this, it has been key to build an emotional advertising story, managing to awaken feelings by alluding to the current situation with a message of comfort, calm and confidence in the future, hence its high retention percentage.
These have been the most memorable campaigns, where cars are the protagonists. According to the report, half of consumers remember car spots seen on television. At the same time, 30% have those Phone Number List seen on the Internet in their memory, almost the same percentage as those seen outdoors, such as billboards or bus shelters (28%) and those that appear on YouTube (26%). For their part, insurance sector advertisements broadcast on television generated recall in 38% of consumers and, if on the Internet, in one in four. Also very high figures because they have been able to connect emotionally with the public , even resorting to television campaigns in absolute silence for several seconds, making themselves seen at a time when health is their main concern for 50% of Spaniards. types of ads Other sectors that have left their mark in these months are beauty, which finds a wealth in social networks (with 30% of the memory) and YouTube (26%), due to the amount of tutorials and content generated by influencers and celebrities .
Likewise, fashion has also become a strong part of our memory, preferably also thanks to social networks (27%), through content similar to that of the beauty sector. Firms that have been introduced into homes thanks to these digital prescribers , with which we Spaniards spend a quarter of the time we are on networks (3 hours out of a total of 12 weekly). But which campaigns have had the least impact? For their part, the sectors with the least remembered campaigns have been those of non-alcoholic beverages (10% on web pages and 7% on social networks), sporting goods (18% on television and 11% on social networks and pages web), despite the fact that in these months we have done more sports than ever at home and many of these products were sold out in quarantine, and telecommunications (26% on television and 17% on websites). Furthermore, there is the particular case of supermarkets and hypermarkets, which generated a memory on television in 33% of consumers, but the percentage drops to 16% on web pages and 10% on social networks , where the content that prevails is on other sectors mentioned above.
These have been the most memorable campaigns, where cars are the protagonists. According to the report, half of consumers remember car spots seen on television. At the same time, 30% have those Phone Number List seen on the Internet in their memory, almost the same percentage as those seen outdoors, such as billboards or bus shelters (28%) and those that appear on YouTube (26%). For their part, insurance sector advertisements broadcast on television generated recall in 38% of consumers and, if on the Internet, in one in four. Also very high figures because they have been able to connect emotionally with the public , even resorting to television campaigns in absolute silence for several seconds, making themselves seen at a time when health is their main concern for 50% of Spaniards. types of ads Other sectors that have left their mark in these months are beauty, which finds a wealth in social networks (with 30% of the memory) and YouTube (26%), due to the amount of tutorials and content generated by influencers and celebrities .
Likewise, fashion has also become a strong part of our memory, preferably also thanks to social networks (27%), through content similar to that of the beauty sector. Firms that have been introduced into homes thanks to these digital prescribers , with which we Spaniards spend a quarter of the time we are on networks (3 hours out of a total of 12 weekly). But which campaigns have had the least impact? For their part, the sectors with the least remembered campaigns have been those of non-alcoholic beverages (10% on web pages and 7% on social networks), sporting goods (18% on television and 11% on social networks and pages web), despite the fact that in these months we have done more sports than ever at home and many of these products were sold out in quarantine, and telecommunications (26% on television and 17% on websites). Furthermore, there is the particular case of supermarkets and hypermarkets, which generated a memory on television in 33% of consumers, but the percentage drops to 16% on web pages and 10% on social networks , where the content that prevails is on other sectors mentioned above.