The Creator & The Consumer; The Two Sides of the Advertising World

The advertising industry is a complex and ever-evolving field that relies on the merger of two distinct groups - the creators and the consumers. On one side are the marketers, scriptwriters, and directors who curate and craft ad campaigns to persuade, inform, or remind the public to take action, in line with their ad goal. On the other side are the target audiences, the individuals who ultimately decide whether or not an ad is successful.

By the People

On this side of the coin, the creators are crafting their art and perfecting their ads to ensure the target audiences are able to resonate with it to digest their ads. As this process is long and strenuous in terms of utilizing creativity, AI has been helping every step of the way.

Right from when it comes to the research to idea generation, the ad itself in terms of content production either visual or audio, assistance in copywriting, and finally even testing of the ad creative, pre-flight.

About 88% of marketers believe that personalization in ad campaigns drives better ROI and here AI can be used to help marketers understand the needs of the target audiences by analyzing trends and creating personalized adverts like the Cadbury ad for Diwali starring Shah Rukh Khan or the recent Virgin Voyages ad Jen AI ad with Jennifer Lopez.

Each brand aims to produce an advert that persuades, informs, or reminds the general public target audience to take action in line with the brand’s ad goal. After the advert is carefully crafted for an audience, the coin flips onto the other side.

For the People

Target audience research is vital in ensuring the brand or agency is pitching the right product to the right audience. For instance, ads viewed on TV can be different than the ads seen on a platform like Instagram, the audience’s reaction will wholly depend on the geography, the channel used to market, and the demography. For example, a product like a trench coat can only be sold in a particular country’s colder months, hence if advertised in the US around December makes more sense than it would in a place like Australia.

It's vital to ensure a deep sense of personalization when crafting ads for an audience. Ideally, the ad being launched on LinkedIn should not be used on a platform like TikTok or Instagram where the attention spans are low. Studies indicate that the Gen-Z audience's attention spans are shrinking to a mere 8 seconds, making it imperative to adapt ads to catch attention in the first few seconds. With many AI options to equip marketers with creating personalized ads, there should be a chance for an open dialogue between the creator and the consumer.

We believe that advertising should be a two-way street, and how people view the advert curated for them must be inculcated in the strategy. Currently, AI is playing an increasingly important role in empowering marketers to create more personalized and effective ads, but it is ultimately the audience who decides whether or not an ad resonates with them. By understanding the target audience and creating ads that deepen the emotional connection, brands can achieve their advertising goals and build long-lasting relationships with their customers.