Breaking free: How successful is advertising on ‘new’ media?

The EU fears deepfakes and other AI-generated risks on social media could sway upcoming elections – Copyright AFP Brendan Smialowski

According to one poll, 3 in 4 consumers have indicated that an advert has inspired them to make a purchase. This is according to the new study from Adobe Express.

For marketers, the poll finds that the degree of originality, high-quality production, and relatability are the key characteristics that drive consumer interactions with adverts.

Such information can be useful for those businesses seeking to navigate their way through the multifaceted world of digital advertising. Here it can be challenging to find a balance between quality and quantity.

To learn more about global advertising trends and audience preferences, Adobe Express surveyed over one thousand consumers about the ad verts they interact with, the platforms they use, and how much money they spend.

This survey revealed that more than 1 in 3 consumers globally pay more attention to ads on short-form video platforms like TikTok and Instagram Reels. In terms of marketing demographic groups, Gen Z (48 percent) is the most likely to say so.

Another trigger for a successful campaign is with influencer endorsements. The appearance of a minor celebrity can sway nearly 1 in 2 consumers globally to make a purchase. Again, the group most likely to conform is Gen Z (60 percent), suggesting the relatively easy to influence nature of this demographic.

In terms of nations and the level of persuasiveness, on average, consumers from Mexico ($82) and South Africa ($79) spend more on ad-inspired purchases compared to other countries surveyed: Germany ($61), Australia ($59), the U.S. ($58), and the U.K. ($41).

However, too many adverts, especially those that are of poor quality or which are irritating, can be counterproductive. Nearly 1 in 2 consumers globally have stopped using a platform due to an excessive number of advertisements (most common those shown on the video platform YouTube). Furthermore, simply to avoid intrusive adverts, nearly 2 in 5 consumers have opted for premium subscription.

As to the optimal platforms for marketers to focus on, then based on ad-inspired consumer spending across top advertising platforms, ads are most effective on Instagram ($86) and YouTube ($86). Globally, consumers are also most likely to interact with ads on these platforms.