Ask the Expert: Consumer expectations for the ad experience

In today's rapidly changing digital landscape, consumers are more informed about advertising than ever before. Expectations around advertising have evolved drastically and consumers now prefer ads to be relevant, efficient, and respectful of their privacy. 

In our latest Ask the Expert segment, we sat down with industry leaders to explore preferences in advertising and how advertisers can shift their strategies to evolve with new consumer expectations.

Over the years, consumer expectations regarding the ad experience have undergone a profound transformation. Today, consumers expect ads to be relevant to their interests and needs. Whether it’s tailored recommendations based on past purchases or contextual ads that align with their current activities, relevance is key. Advertisers must understand their audience deeply and deliver content that resonates.

Relevance in the ad experience means delivering messages that matter to the consumer at the right time. Contextual advertising, which aligns ads with the content the consumer is engaging with, can deliver the right amount of relevancy consumers are looking to receive. For instance, an ad for running shoes shown to someone reading a fitness article is more likely to be effective. This relevance is achieved through data-driven insights and sophisticated targeting techniques. By leveraging consumer data responsibly, businesses can ensure their ads are seen by the right people at the right time.

In a world filled with information overload, simplicity in the ad experience stands out. Consumers appreciate clear, concise messages that are easy to understand and act upon. Simple ads empower consumers by making it easy for them to make informed decisions. Avoid jargon and keep your messaging straightforward. For example, a clean, well-designed banner ad with a clear call to action can be more effective than a cluttered one with too much information. Empowerment also comes from giving consumers the tools they need to interact with your brand effortlessly.

Consistency in the ad experience builds trust and recognition. Consumers should see a unified message across all touchpoints, whether it’s on social media, websites, or email campaigns. Efficiency is about delivering your message without wasting resources and ensuring your messages are reaching the right audience. Experian's audience solutions can help you precisely target audiences across channels and platforms. 

Consumers prefer to have more control over their personal information. They want to know how their data is being used and expect transparency from brands. This shift calls for businesses to be more respectful of privacy and to prioritize consumer consent. Implementing robust data protection measures and being transparent about data usage can build trust and loyalty. 

As consumer expectations continue to evolve, businesses must adapt their advertising strategies to enhance the ad experience. By prioritizing relevance, simplicity, and data privacy practices, businesses can create ads that resonate with modern consumers.

Experian can help you build strong, trustful relationships with customers to improve the effectiveness of your advertising. Our suite of marketing data and identity resolution solutions are continously enhanced to meet privacy regulations.

Contact us today to speak with our team about your advertising goals.