From SomosSapiens, we explain the relevance of surrounding content within advertising, and how, thanks to a correct segmentation and the strategic use of Artificial Intelligence tools, we can provide a pleasant experience to future buyers.
The shopping experience starts from the moment the consumer meets the ad. The context in which ads are displayed plays a crucial role in creating a positive and meaningful experience for the consumer.
Context is relevant in social media advertising:
According to the most recent Integral Ad Science (IAS) study “Brand safety in social networks”, 47% of the users interviewed do not mind seeing advertisements when they are natively and naturally integrated into the feed; that is, they are related to the digital environment that surrounds them.
As we can see, the feed is part of the user experience, being a relevant and decisive part of the purchase decision. According to IPMARK, 53% of social network users confess that they are more likely to buy a product or service as long as it is related to the content they are viewing.
While consumers accept the fact that social platforms and their algorithm have more responsibility about the content shown than advertisers, they consider that brands have part of the responsibility, this because their appearance is determined in part by the strategy and segmentation applied in the campaign, even influencing the number of times the consumer can see the ad on a daily basis.
It is also recommended not only to use the native tools of social networks, but also to use tools with AI technology, which serve as support when optimizing from tasks within the segmentation of the ad to the edition of campaign copies.
Social networks: A showcase of constant exposure that the advertising professional should not neglect
Social networks are present in our daily lives, being a channel of great relevance for brands when it comes to reaching new consumers. According to the aforementioned study, 99% of consumers use social media platforms and 87% spend at least 2 hours browsing social networks. Therefore, we must take care of our showcase and provide positive experiences to users.
In a world where we have a massive, versatile and personalized media, constantly confronted with superficial and uninformative content, advertising campaigns focused on mass impact, but disconnected from personalization, have resulted in the formation of a more critical consumer. This is the real challenge for today’s advertisers: to achieve an authentic and relevant connection with audiences that demand greater personalization and transparency in their experiences.
At DigitalSapiens, we innovate and execute advanced digital strategies whose mission is to effectively connect brands with their audiences through creative and customized digital solutions. Learn more about our digital media solutions and which are the tools and technology with which we ensure performance optimization.
Sources:
IPMARK: Adjacent content in social media advertising key to conversion
Integral Ad Science: Social Media Brand Safety Study 2024
SomosSapiens: Media Evolution Bites: 5 AI tools every marketer should know about
