New research shows a significant disparity between advertisers’ assumptions of TV viewing habits and real consumer behaviour.
Facebook has admitted it overstated how long users watch videos for on its site by up to 80%, but this is just a symptom of a digital ecosystem in which two players dominate and measurements look increasingly meaningless.
UK consumers are the most likely to think online advertising is ‘getting worse’ or becoming more ‘creepy or intrusive’ when compared to their European and US counterparts.
In a world of social distancing and enforced remote working, brands are finding new opportunities to let creativity flourish.
Giffgaff brought forward the launch of an ad campaign it was planning to run later in the year as it looked to “put something positive out in the world” amid the coronavirus outbreak.
Brands that are tempted to raise prices during this time of scarcity are likely to be punished by consumers afterwards, as experiments show they don’t tolerate those who take unfair advantage of market power.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here