Ads researched with business audiences see higher results overall in terms of both short-term performance marketing, scoring 30 percentage points above average, and building future demand for the brand at 43 points above average, explains Polly Wyn Jones, global knowledge manager creative and media at Kantar.
The examples we have highlighted how B2B ads have moved on - they need to entertain, engage and sometimes amuse in exactly the same way ads directed at consumers do. While often ads B2B brands have more specific messages to convey, this still needs to be done in an entertaining way that gets your brand name remembered.
Establishing a branding device that links the product to the brand was a strategic choice, says Wyn Jones. And its continued use strengthens this association over time.
When Instagram photos of an unknown 100-year-old grandmother appeared across more than 300 outdoor media spaces in the Madrid metro, the city was buzzing with curiosity.
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