In our second episode of our 3 part series on the future of advertising, we asked Stuart Mays, Commercial Director at Global at the Media Entertainment Group how consumers are engaging with advertising and what tips on making it more relevant. He shares his insights from the consumer’s perspective while exploring how we should continually be joining advertising, products or services and the customer needs together to produce optimal results.
Stuart says "consumers need to be engaged by both the product and the advertisement. Without a relevant product which consumers desire, the advertisement’s success is restricted.” The success of an ad is a joint responsibility between all parties involved, working together to achieve “the right product and the right execution”. To sum it up, we should strive to engage with the right audiences at the right time, in the right place, using data to substantiate our knowledge and relevance.
Check out Stuart’s full video interview here: