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Commercials Consumer Insights

Self-Service Ads
Platforms are making it easier to create and manage mobile ads
Trend - Mobile platforms are making it increasingly easy to place and manage ads through new tools and self-service systems. This empowers organizations to create high-level content, without the need to spend significant resources producing an ad. The B2B solution allows more companies to advertise to large numbers of viewers.

Insight - Companies are looking for cost-effective ways to get their products in front of a high number of consumers. This is especially important for small businesses who may not be able to allocate a lot of resources into advertising. As a result these organizations continue to look for functional advertised solutions, that are offered at a reduced cost.
Workshop Question - How can your organization benefit from increased visibility with younger consumers?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Home Ad
Brands release commercials filmed at home during the COVID-19 pandemic
Trend - In light of media production shutting or slowing down in the midst of the COVID-19 pandemic, brands are creating commercials filmed at-home--sometimes by the same technology that people use day-to-day for meetings and to keep in touch with friends. These commercials signal authenticity to the customers these brands are targeting.

Insight - Now that consumers around the world are dealing with severe disruptions to their lives, including economic hardship, brand messaging doesn't resonate in the same way it once did. Though consumers are relying on some businesses more than ever--like those in food service and entertainment industries--others are no longer top of mind as people try to get through their day-to-day. Authentic brand messaging can change this somewhat, as consumers are drawn to companies that don't take lightly the crises they're currently facing, and their role in helping.
Workshop Question - How is your brand offering authentic messaging to its customers?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lighthearted Altruism
Campaigns focused on inclusiveness take on a more casual tone
Trend - Brands and organizations looking to signify a commitment to diversity are doing so with marketing campaigns that have an unexpectedly light and sometimes even sarcastic tone to them. This stands in stark contrast to the typically serious and emotion-driven style that's come to be characteristic of this content.

Insight - Consumers, especially those who are immediately impacted by diversity efforts, are accustomed to messaging around inclusiveness that has a very serious and intense tone that's effective at eliciting an emotional response, but not necessarily resulting in meaningful change. As a result, there's a craving for more frank and honest communication around important topics like diversity.
Workshop Question - What are some ways your brand could approach a serious topic with a respectful but radically honest approach?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Latinx Lifestyle
Major brands acknowledge the complexities of Latinx life in the United States
Trend - As major brands look to position themselves as allies for Latinx (the gender-neutral pronoun for those of Latin American identification) consumers in the US, their ads aim to show a nuanced understanding of the complex experiences had by this group. By leaning into moments that are specific to the Latinx experience in the US, these brands are able to make members of this group feel heard.

Insight - In today's political and social climates, misrepresentation of and hatred towards minority groups are more frequently expressed. The modern North American consumer understands these issues, and expects that brands offer up positive and nuanced perspectives that better speak to the reality of their day-to-day lives. The end result is enhanced trust and more valuable brand loyalty that empowers and educates customers.
Workshop Question - How can your brand better connect with the Latinx consumer?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
BTS Marketing
Brands showcase behind-the-scenes footage for more authentic marketing strategies
Implications - As consumer desire for authenticity grows, brands are swapping over-the-top aesthetics and grandiose budgets for more authentic, behind-the-scenes footage. Offering up exclusive content, brands are giving them a director’s point of view of how a campaign was made and the brand’s intended message to the consumer. Often more raw and emotional in nature, BTS footage represents a desire for real, unedited content, something that consumers are looking for no matter what platform or medium a brand may be communicating on.
Workshop Question - How can your brand be more open and transparent with your consumers? Are there elements of your internal processes and manufacturing that you could showcase?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Targeted Campaign
Brands call out specific consumers preferences for individual appeal
Implications - As brands continue to prioritize personalization in their marketing tactics, we’re seeing brands take things a step further with hyper-targeted ads that call out specific consumer habits. Using data-driven information and location-based technology, brands are calling out individuals through social platforms as a way to connect with them on a more personal level. Moving away from "mass appeal", brands are willing to reference individual consumers as a means to create a more authentic, relatable message.
Workshop Question - How can your brand make your consumers feel noticed and appreciated?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Candid Commercial
Brands demonstrate authenticity via unscripted marketing campaigns
Implications - In the age of authenticity, many brands are setting aside traditional forms of advertising, with carefully controlled presentations, in favor of completely candid reactionary videos. Contrary to many misconceptions about younger consumers being immune to marketing, Millennial and Gen Z consumers are looking to align themselves with brands who appear genuine, which then serve to enhance their own personal branding. Adopting a more conversational tone with the use of real people and authentic interactions, brands are beginning to speak to younger consumers on their level.
Workshop Question - How does your target consumer prefer to receive information and content?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Episodic Campaign
Video ads create dramatic narratives to engage consumers
Implications - Utilizing the drama, intrigue and plot techniques often associated with feature films and binge-worthy TV shows, commercials are ramping up production value to capture the hearts and minds of consumers. By engaging consumer's emotions and piquing their curiosity, advertisers are generating excitement around featured brands through association, keeping intrigued consumers coming back for more. Episodic style marketing also serves to present products and brands more organically to the consumer, mimicking the method of casual product placement.
Workshop Question - What larger narrative could you create around your brand and offerings?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Makeover Marketing
Tutorial-style home decor videos capture the attention of young adults
Implications - Looking for ways to entertain and engage Millennials who have become jaded towards traditional marketing outlets, furniture and decor brands are adapting their message in easy-to-digest and fun to watch formats. With Millennial consumers already accustomed to the instant gratification of an online tutorial when pursuing new skills and areas of interest, they are much more responsive to brands that are integrating this style into their marketing campaigns and creating organic conversations rather than telling them what to buy.
Workshop Question - What would make your consumer stop what they're doing to watch your advertisement?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Unbranded Ad
Brands are choosing to limit the obvious branding in their commercials
Implications - Companies are limiting the branding in their commercials to offer more authentic ads that come across as less sales-focused. This new form of video marketing gives consumers the opportunity to engage with the material being presented, in a way that offers some of the same sensory features that more immersive forms of marketing allow – combining experiential techniques with a traditional platform. This functions as a "best of both worlds" scenario in which consumers are more likely to appreciate what is being presented, while brands are able to benefit from both the large reach of commercials, and the enjoyment that experiential marketing offers consumers.
Workshop Question - How can your brand recreate traditional campaigns in a way that is more experiential, and less sales-focused?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends