Advertising that impacts: the keys to succeed in the digital era

We live in an era where we can measure almost everything: Clicks, views, impressions, conversions. But paradoxically, every time It is more complex to define the key to the success of an advertising campaign. In a saturated ecosystem of metrics and automation, there is a question that is repeated in the minds of the ‘marketeros’ How is the true effectiveness of advertising measured?

This is precisely the reality that studies address «The Real Impact 2025: Advertising Effectiveness Studies”, A series of reports that analyze the advertising impact on the digital age. Highlighting that the success of a campaign goes far beyond the metrics, and what are the issues to which the professionals in the sector must be more attentive in 2025.

In Markeingdirecto.com – MKD We address this theme in a new edition of our IA podcast In Spotify and Apple Podcast. In this episode we explore the complexity of advertising effectiveness in a fragmented media landscape, beyond traditional performance indicators.

The audio as the motor of the brands

According to an investigation carried out by RMS and the consultant bynd, Audio advertising (both in traditional and digital format) It significantly drives Google searches on brands. For example, they emphasize that according to data from 21 brands collected over three years, 22.5% of organic searches can be attributed to audio campaigns.

In addition to this data, The efficiency of this channel is remarkable: The audio advertising effectiveness index reaches 169 points, above TV (97) and approaching online advertising (188). Likewise, the audio has a lasting effect on the consumer’s mind, with a verifiable impact of up to 10 weeks. In a digital environment that tends to the ephemeral, the audio is positioned as a powerful and sustainable tool to build brand.

New generations, new advertising approaches

With a new consumer profile, the need for generate a radical change in the way in which brands communicate with the audience, An especially remarkable case in users of more than 50 years. Although this group represents more than 57% of consumption in supermarkets and has high purchasing power, it is still portrayed in a wide number of campaigns. The data reveal that this is A diverse, curious and great interest in enjoyment and self -realization, So it is positioned as a key territory for many advertisers.

But How can they generate a real impact on this audience? The key to connecting with them, for example, through respectful, emotionally relevant and aesthetically careful advertising. Marks that manage to balance experience and aspiration stand out for generating lasting affinity, while those that fall into clichés of dependence or fragility, quickly lose their trust.

What attracts attention in the era of distraction?

In a world dominated by digital multitasking, lA struggle for consumer attention has become a challenge for advertisers. According to an investigation carried out by the University of Wuppertal (Germany), with the aim of understanding how advertising at home is consumed, Advertising attention is not an accident, but a strategic result.

The research identified 11 effective tactics to capture or maintain attention, grouped into four categories: intense physical stimuli, biological relevance, social conditioning and cognitive stimuli. Among them, the most effective strategies are The use of celebrities, visual contrasts and emotionally positive messages. However, the study also warns about the dangers of overestimulation: excessive visual or sound noise can cause rejection in an era where content surrounds users constantly.

Beyond the kpis: Marketing with impact

These various studies coincide in a common message: effective advertising goes beyond the indicators. And it is that in an increasingly automated environment, these findings remember that the human connection remains the heart of marketing. That is why Marketing professionals must work in campaigns where the metrics are not only optimized, but also come to understand the realities of users.

The brands that manage to activate emotions, represent audiences with authenticity and design memorable experiences will be those that leave their mark on the consumer.