Why advertisers need to replace pandemic clichés with authenticity

Over the course of 2020, I saw a lot of pandemic ads. They worked well for companies in a tight spot — whether because of budget cuts or previously purchased media commitments — but they follow the same formula: A screen fades in from black, stock footage rolls, and an announcer talks about living in unprecedented times. Just as the video reaches its lowest point, the announcer says, “But we’re here to help because we’re in this together.”

In the early days of the...

27 April 2021 | Advertising

How to capitalise on interactive voice advertising: A guide

Until fairly recently, advertising has been limited to one-way communications. Advertisers attempt to make lasting impressions on mostly passive audiences in short periods via billboards, broadcast, print, and other mediums. Sometimes their efforts pay off, but it’s hard to track engagement.

That’s because all brands continuously bombard people with static, one-dimensional ads. Consumers grew adept at tuning out dry or repetitive radio, TV, and internet ads — a psychological...

9 October 2020 | Advertising