Attitudes Illustrating Shift Towards Experiential Advertising
Several consumer attitudes that show the shift towards experiential advertising are consumer preferences for buying products after experiences, consumers' improved product perceptions after an event, and consumers' enjoyment of experiences in general. Additionally, consumers' dislike of pop-up ads, video ads and more interruptive digital advertising in general highlights how such intrusive marketing practices are increasingly engendering strong disfavor.
CONSUMERS LIKE TO BUY PRODUCTS AFTER EXPERIENCES
- Perhaps the most concrete indication of consumer preferences toward experiential advertising is the clear, consistent data that consumers are more likely to purchase products if they have engaged with them as part of a brand experience.
- For example, according to brand experience consultancy, Event Marketer, 67% of consumers that participate in a brand experience will purchase the related products immediately following the event.
- Additionally, between 74% and 85% of consumers who participate in a branded event are likely or more likely to purchase the promoted products, according to Event Marketer, marketing researcher, EventTrack, and marketing trade, The Drum.
- Moreover, according to marketing researcher, EventTrack, 70% of consumers who participate in an experiential marketing event become repeat customers.
- Overall, consumers appear to like to purchase products after participating in an experience, with almost half of consumers reporting that they more likely to buy a new product if they can try it first, according to advertising trade, Marketing Week.
CONSUMERS PREFER PRODUCTS AFTER EXPERIENCES
- Another barometer which highlights consumers' positive attitudes towards experiential advertising is the level of consumer engagement during such events, as well as how consumers develop stronger, more positive relationships with products that are promoted through experiential marketing.
- According to top-tier US outlet, Forbes, events and other forms of experiential marketing can "transform" and "elevate" the relationships between brands and their consumers.
- For example, 91% of consumers report more positive feelings about brands after participating in related experiences, according to EventTrack.
- Additionally, according to experiential marketer, Freeman, 9 out of 10 marketers believe that brand experiences create more compelling brand engagement for customers, while Event Marketer found that 65% of customers report that experiential marketing helps them understand products better than any other advertising method.
- In particular, recent research published by the International Journal of Bank Marketing found that experiential advertising positively impacts the credibility of both advertisements and products.
- Perhaps one reason for this change in product perceptions is the high level of consumer engagement during experiential marketing, with all most all (98%) of consumers choosing to create digital or social content at experiences and events.
- Overall, the data clearly indicates that consumers prefer products after experiencing them as part of an event or other in-person engagement.
CONSUMERS VALUE EXPERIENCES IN GENERAL
- Consumers also value experiences in general, and this preference for events and other in person engagement translates to positive perceptions of experiential marketing.
- Notably, according to Event Marketer, one third of consumers have paid money to attend a brand experience, because consumers see value in attending events more generally.
- In particular, millennials have a strong preference for experiences and experiential marketing, and strongly prefer experiential marketing to other forms of advertising, including digital media.
- For example, almost all (96%) of millennials wanting to test drive a vehicle before making an automobile purchase.
CONSUMERS DISLIKE POP-UP ADS
- One example of consumers' negative attitudes towards interruptive advertising is the level of consumer resentment towards pop-up ads.
- In contrast to consumers' favorable perception of experiential advertising, pop-up ads have a 73% disapproval rating with consumers.
- Additionally, 81% of people report having closed a web page because of a pop-up, and 89% agree that pop-ups are "really frustrating to deal with" when they can't easily be closed.
CONSUMERS DISLIKE ONLINE VIDEO ADS
- Similar to pop-up ads, consumers also generally dislike interruptive advertising in the form of video ads.
- Overall, 57% of consumers report a significant level of dislike towards video ads, while 82% of people report that they've closed a web page because of an autoplaying video ad.
- Moreover, 51% of consumers view brands less favorably if they use autoplaying online video ads.
- Meanwhile, non-skippable video ads are the "most hated form of advertising" for adblock users.
CONSUMERS DISLIKE INTERRUPTIVE, DIGITAL ADS IN GENERAL
- Generally speaking, consumers report feeling "overwhelmed, interrupted, and stalked" by interruptive advertising.
- For example, 91% of people believe that ads are more intrusive today than in the recent past, and 79% feel like interruptive ads are tracking or targeting them.
- Additionally, 85% of consumers agree that "obnoxious or intrusive" advertising reduces there esteem for websites that allow them, while 84% have a poor opinion of brands that allow such interruptive advertising.