If a brand is asked about the profile of its consumer, I am convinced that the vast majority of them will answer with an arsenal of studies, statistics, and sociodemographic profiles. And this is good. Because it transpires that they perfectly know the type of their client and according to this they design their digital strategy. However, it is not uncommon for them to plan in true cafe style for everyone. That is, I know my client, I know who he is and accordingly, I impact him with an advertisement that I consider the best for him according to the information I handle.
However, I can't quite see that the equation is properly configured from the origin. Limps And it does so because there is some variable that is not present. I mean what consumers think. But not about the product, which will be well known by the brands, but how their reaction is modified according to the context of the environment in which the ad appears. Personally, I think this piece of the digital puzzle is vital because otherwise, advertisers can launch great messages and great ads, worthy of prizes from the best contests, through impressions that do not hit the mark. Or that they even harm them because they are seen by users in environments of low quality or editorial reputation. Therefore, it seems very convenient to emphasize the convenience for brands that their ads are inserted in quality environments,
In this sense, it seems to me of great interest to mention the worldwide
Buy Mobile Database study The Ripple Effect that we have just published. It is an X-ray of user preferences regarding the factors that affect their perception of brands and their ads in the digital environment. Focusing on Spain, 93% of Spanish consumers it is important that impressions are placed alongside high-quality content. And in addition, 94% consider it essential that the ads are personally relevant.
Combining both data we draw the following conclusion: Spanish consumers are the most strict when it comes to digital advertising. Rigorous because they require that the ad be relevant and interesting. And strict also because for them it is equally crucial that the impression is inserted together with quality content.
But, I wonder, what happens when the ad runs alongside low-quality content?
The results are something to think about, a lot. The Spanish consumer is almost equally ruthless and has dire consequences for brands. On the one hand, 94% of users get upset when this situation occurs. In addition, 83% of them say they would stop using brands whose ads appear next to low-quality content. At the same time, when an impression is inserted in these environments, the interaction with the ad drops significantly. Along these lines, and as a final piece of information to reflect on, I wanted to highlight that almost eight out of ten Spanish consumers consider brands responsible for the content that appears next to their advertisements.
I could continue to provide data, but I think the priority issue is to make brands
Best database provider reflect on the judgment that consumers make of their ads and the content with which they appear. In such a way that they adjust their investment and allocate resources so that the impressions are inserted in environments that are favorable to them. Therefore, it is vital that advertisers consider what means they are implementing to control their campaigns and if they have a technology that allows them to guarantee the security and brand suitability of their digital investments, as well as the publication of their ads in environments high quality . Because only in this way will they not only satisfy the needs of consumers but also improve their relationship with them and ensure that they continue to use their brands. And of course,