Marketers are exploring the 'mindset era', shifting towards understanding consumer feelings and interests in real-time instead of relying on outdated targeting methods. Identity-based ads are declining as many consumers find digital ads irrelevant. The opportunity lies in reimagining strategies to align with the consumer's mindset. To succeed, brands must leverage three pivotal factors: context, attention, and creative. These elements should be analyzed as a cohesive strategy to craft engaging and relevant ads across digital platforms, helping advertisers resonate with their audiences more effectively.
In the 'mindset era', marketers must learn to decipher the consumer mindset in real time, moving away from outdated identity-based ads that don't resonate.
Identity-based ads are declining as outdated targeting drives users to ad blockers, with 66% of UK and US consumers finding most digital ads irrelevant.
Successful brands are focusing on understanding consumers' feelings and interests in real time, during the key moments of their journey.
To truly connect with consumers, brands must integrate context, attention, and creative strategies, rather than treating them as separate entities.
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