Consumers want variety as well as relevance

Celtra’s research shows that consumers are tired of repetitive messages.

Research conducted by market research firm Dynata, on behalf of the Celtra creative automation platform, has shown that consumers are tired of relying on creative assets in brand messages.

The survey is aimed at 1,000 adult American consumers. Here are some of the highlights:

• 66% of consumers believe that ads and messages on social networks are repetitive. When we show this figure, 67% want to see more variations;

• Relevance and irrelevance are almost shocked: 56% consider messages relevant to their interests;

• Surprisingly, only 51% think relevant messages are easier to remember; HIS

• 60% also expect the brand message to remain consistent and require variety.

Although the main message of the findings is clear: Consumers don’t want brands to bother them, but the fact that around half of respondents don’t even remember relevant messages is harder to interpret. This may mean that relevance is not very important, but it can also mean they don’t see many memorable messages in the first place.

Online channels are now more than ever the place where marketers can reach, convince and transform consumers. No surprise. The pandemic has led to unprecedented consumption of digital content and entertainment. At the same time, many brands struggle to produce the number of creative assets needed to execute successful marketing. Consumers get tired of seeing the same ad over and over again.

With the fourth quarter underway, brands need to invest in their creative digital production and content diversity to enable shoppers to shop online and announce a very different and busy holiday season for brands.

To gauge the importance of creative diversity, creative automation company Celtra conducted a survey with Dynata in the third quarter of 2020, targeting consumers in the United States over the age of 18. Below are the main conclusions about what consumers think about advertising and the creative content they see about brands, what they want, and what brands should do about it. 

Research on Creative Diversity: Key Findings

 Consumers want creative variety: 66% of consumers see the creative assets (ads, promotions, social media posts, etc.) of recurring brands.

67% want different narrative approaches to brands so they don’t see the same ad / creative every time.

44% of consumers regularly pay attention to the advertisements they see. Creative updates are the key to favorable perception.

Creative assets don’t understand: More than half (56%) of consumers believe brand-related creative assets are irrelevant to their tastes and interests

Consumers want to know each other. More than half (51%) think creative assets with relevant offerings are the most memorable, followed by an interesting story (37%). By combining a practical offer with an exclusive creative corner, brands can stand out.

Consumers want to have fun: first tell a funny story or message in terms of the creative element of the brand (advertising, social mail, etc.) that captures the consumer’s attention. People are eager to consume (even branded) content online, this is an excellent opportunity for brands to make it possible.

Finally, brand consistency matters: 60% of consumers are angry or suspicious of a brand if the ads or content doesn’t match the brand’s website, app, or store. Investing in high-quality creative production pays off.

Why do we care? 

Clearly, a creative automation platform like Celtra thrives on the demand for volume, a variety of creative assets. However, the results demonstrate the challenge of meeting consumer expectations: we are surprised but consistent; we’re not sure it’s relevant.

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