A study conducted by brand intelligence and activation company Sightly in conjunction with MAGNA, the media intelligence unit within IPG Mediabrands, has measured the impact of aligning brands with real-time trends during media campaigns, showing how advertisers can boost performance by targeting culturally relevant content aligned with their brand perspective.
Testing online pre-roll video advertisements from major brands in the entertainment, food and beverage, and telecom sectors among more than 5,300 participants found that incorporating cultural moments in ads tripled purchase intent and doubled search intent vs. traditional advertising methods.
Additionally, more than three-quarters of consumers (76%) said they expect brands to respond to cultural moments within a week, but many companies could improve on how to quickly identify and act on the right opportunities.
“The data clearly shows that speed and precision in cultural alignment are highly valuable, and for some brands no longer optional,” MAGNA Executive VP, Intelligence Solutions Kara Manatt says. “What’s particularly noteworthy is how Millennials and adult Gen-Z audiences place greater importance on a brand’s ability to respond to cultural moments, making rapid response capabilities essential for future success.”
Among the study’s key takeaways: culturally aligned content tailored to a brand’s unique perspectives significantly outperformed general content and traditional contextual approaches; purchase intent doubled when content was carefully tailored to reflect each brand’s distinct personality; brands saw peak performance by delivering ads within a week, with purchase intent up 23% among new customers; and brand-specific cultural alignment increased event association by 17%.
“This research validates what we’ve long suspected: the ability to align authentically with cultural moments isn’t just about brand image; it’s about driving real business results,” Sightly CEO Adam Katz says. “What’s particularly compelling is how targeting cultural moments through a brand-specific lens can significantly move the needle on performance metrics without requiring brands to overhaul their creative; this means brands are in a position to align with compelling, hyper-custom cultural moments and trends using their existing creative and brand assets.”
See more information about the study, and access a copy of the full report HERE.
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