Google, TNS Global and Ogilvy & Mather announced the results of their combined research on brand advertising and online consumer behaviour at the International Festival of Creativity at Cannes.
The study focuses on how the consumer relationships with brands have changed. In today's fragmented media and technology landscape, consumers have become mindful of what they watch and share. They only engage with content that is personally relevant to them. In order to understand the consumer behaviour better, Google partnered with TNS Global and Ogilvy & Mather, and surveyed 2,458 recent purchasers of products in three categories like auto vehicles, beauty products and smartphones.
According to Worldwide Chief Digital Officer, Ogilvy & Mather, Brandon Berger, "With consumer behaviour changing so quickly, it is incredibly valuable to be able to give brands the kind of research-based advice we've produce here in collaboration with YouTube, Google, and TNS. Understanding that the path to purchase is actually a path to purpose has meaningful implications for brand advertising at all stages along the consumer journey."
The research uncovered three new opportunities for brand advertisers: firstly, to make brand advertising share-worthy otherwise it won't breakthrough. Secondly, to build media plans on points of influence by investing heavily on the most influential touch points, and finally by identifying that the brand advertisers need to show how their products fit in with consumer's lives.
As per the study the new consumers are looking for content that fulfills their needs, passions, and interests. Besides, the degree to which this purpose drives their shopping and purchases is eye-opening. Consumers are 1.5 times more likely to choose brands that engage them on their passions and interests than items that simply urge them to buy the product being advertised. As a result, their path to purchase becomes their path to purpose.