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How to orient your audio and video advertising messages into the new normal

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How to orient your audio and video advertising messages into the new normal

The coronavirus pandemic has turned the cell number search canada plans of companies for this 2020 upside down. It goes without saying that most have had to reshape their advertising strategies to adapt them to the post-COVID-19 reality . This change also affects a very delicate aspect within any audio and video ad campaign: the message. Because what should be said and what not in this unprecedented circumstance? How to find the balance between indifference and excess of zeal and walk along that thin red line that allows you to connect – really – with the audience?Each brand has tried to find its own magic formula throughout the confinement but, now that the acute phase of the crisis is lagging behind in Europe, it is necessary to change the approach to adapt as much as possible to the current circumstances. And, of course, it doesn’t do any good to go back to precovid standards. The old compass has been broken. What to do, then, to set the course and correctly target the video and audio advertising messages in the new normal ? Video Ads: Imagining a New Life Beyond the Virus
The Coping with COVID-19 observatory of the US Ad Council emphasizes that, in the first days of the health crisis, users felt rejection before the ads lacking empathy and awareness about the seriousness of the situation. Viewing images of people kissing or shaking hands, or hearing appeals for the purchase of unnecessary products at prohibitive prices at a time of rising unemployment, was highly inconsiderate to audiences.

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To overcome this disconnect,  gulf email list  the secret lies in putting yourself in the place of the target , something that has led brands to adopt three successive approaches in their video messages . The first of them was based on maintaining an attitude of help during the epidemic, specifying the actions carried out by the brand to protect its workers and customers and promote their well-being. Some of them would be the implementation of security measures for the workforce, the reorganization of production with a social purpose, or the granting of postponements in the payments of products or services.In a second period, characterized by the remission of contagions and the beginning of the de-escalation of confinement measures , the rhetoric of social commitment gives prominence to a practical communication of the advantages and benefits of the product or service in the new normal . The consumer wants to know how the brand will support him in this time, and appreciates facilities such as the elimination of shipping costs or the possibility of free cancellation.Finally, and in a third phase that we will go through in the coming weeks, it is time to leave behind the advertising that expressly refers to the coronavirus . The population is beginning to show signs of exhaustion: this is proven by one of the recent Ad Council surveys, which has found that 64% of participants proactively seek sources of entertainment to forget about COVID-19, whether in the form of TV, videos or games.

Effective Video Advertising Messages in Post-Covid Society
To respond to this widespread need to turn the page, video advertising messages should take on a positive, hopeful and lighthearted tone , in stark contrast to the solemnity of the typical announcements of weeks of lockdown. One way to achieve this is to exploit the curiosity of the target audience: the video must surprise or discover something unknown, and the revelation must live up to expectations.On the other hand, the message must be contextualized within post- covid audiovisual consumption habits . As we spend more time at home, formats such as live-streaming e-commerce have gained momentum and traditional prime time has faded . Think of users who view content at dawn, or who connect to their digital devices to watch VoD first thing in the morning.Audio and video messages oriented to everyday situations of the new post-covid normalitAudio Ads: The Power of Emotions in the New Normal
The tonic is similar in digital audio. As Spotify recently highlighted at the LoveAudio virtual meeting , 56% of listeners turn to online sound content as an escape route from excessive visual stimuli and information overload . We have already pointed out that the coronavirus crisis had been a boost for digital audio consumption , with a great boom in podcasts and shared listening within the home.
To build the messages of the post-covid audio ads, there is an inalienable commandment: segmentation based on context . Depending on the time of day, the location, the device used or the type of playlist selected, it is possible to identify users who listen to music or podcasts while cooking, cleaning, exercising, working, resting or having meetings with family or friends. Therefore, to get their attention, it is necessary to generate an integrated conversation in these situations. Spotify suggests awakening emotions and evoking sensations through resources such as 3D audio or ASMR , as well as resorting to description, sound effects, familiar voices or popular jingles to build advertising messages that generate brand memory and move to the receiver to action.

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