How to connect with each audience: the advertising formats that make a difference

In a digital environment characterized by overexposure to content, The brands are reviewing the traditional indicators to measure the success of a campaign. For years, the engagement It has been the main reference to measure it, however, now advertisers bet on a broader evaluation, which incorporates variables such as visibility, the construction of links with the user, the brand memory and create a medium and long -term reputation.

The data point to a highly competitive scenario in which a person can be exposed on average to about 1,500 daily advertising messages, according to the AEA report. This supersaturation has deeply modified the way in which users consume content and have raised the demands towards advertising formats. In this context, Capturing attention is not only a goal, but a structural need for marketing strategies.

Creativity and technology, keys to capture the attention of the audience

Nowadays, Brands face an increasingly experienced consumer, with a high level of demand and low tolerance towards intrusive messages. To respond to this reality, The most effective campaigns are those that combine creativity – It allows to design personalized, attractive and emotionally significant formats- and technology -Facilite precise segmentation through tools based on artificial intelligence and contextual analysis.

Brief and vertical formats: emotional impact for young audiences

Currently, Social networks have become an ideal place for interactiondiscover new products and buy it directly. The evolution of its algorithms allows highly personalized segmentations based on behaviors and interests, which increases the chances of success in campaigns.

These formats also allow A more direct connection with consumers through collaborations with influencers and genuine formats. Pieces such as Instagram reels or Tiktok contents concentrate much of digital care, especially among younger audiences. According to the Reuters Institute and the University of Oxford, practically half of the users surveyed (49%) between 18 and 24 years access to content mainly through social networks, where this type of formats dominates.

Pójet and Digital Audio: Loyalization and depth for compromised listeners

Faced with the microcontes, the Audio to the letter boom responds to a different need: to accompany the user in their day to day without demanding constant visual attention. Pódcast allows deepening deepest, reflective or educational messages, which makes it an ideal format for audiences that seek to understand, inform or entertain themselves while performing other tasks.

The non -intrusive character and the voice as an emotional vehicle reinforce the link with the listener, especially in niches with well -defined interests, such as health,
sustainability, technology or well -being.

Connected television (CTV): full care and household segmentation

The Connected television (CTV) It is transforming audiovisual consumption, integrating traditional television experience with the advantages of the digital environment. This channel is especially effective in times of shared consumption (families, couples, groups) and allows you to segment audiences with precision, even in the environment of the room.

Brands that bet on audiovisual campaigns on streaming platforms are finding in this format a unique combination of visual quality and full attention, ideal to build reputation and transmit brand values ​​in the medium and long term.

«Brands today must go beyond traditional formats, adapting to new forms of consumption. Only through creativity and technology can generate a real emotional connection, building a solid and lasting reputation in a highly competitive digital environment, ”says JUAN Miguel Lapido, Cco of EXT.