Study: ‘Advertisers That Don’t Abide by Linear Broadcasting Rules Thrive’

NEW YORK: A new study from TruthCo. outlines the impact of current cultural entertainment habits on TV advertising, finding that transparency and two-way communication are key drivers of consumer engagement.

TruthCo., a cultural insights agency, has released The New World of Advertising report, which asserts that in the current climate of over-choice, consumers are more discerning than ever, prompting a shift from transactions with brands to relationships with brands. Consumers now wish to be active participants, drawn to advertising that invites them to collaborate and enables unique, memorable experiences.

The firm asserts that because of increased pressure on corporate responsibility and a desire to invest in companies with whom their values align, consumers (and Millennials in particular) hold advertising and brands to a higher standard than ever before. The report declares that advertisers that don’t abide by linear broadcasting rules thrive. Emergent brands use self-awareness as a marketing tool, leveraging expectations by intentionally subverting them. The most emergent brands have shifted from a model that used one ad to reach as many people as possible to a focus on one-off, individual-focused experiences.

“I have watched the consumption of television advertising by consumers for over 20 years, and right now is the most pivotal time in the medium’s history as viewing habits and cultural changes are driving a massive paradigm shift,” said Linda Ong, the CEO of TruthCo.