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Q: Many consumers still find advertising as intrusive rather than adding value. Is there a way in which they can be found to be adding value to the lives of people?
A: In an AVOD-skewed marketplace as in India, advertising intrusiveness in content space is an ipso facto reality. The audience may not like it but they usually don’t mind when media marketeers get the content subsidised.
Adding value to the lives of people through communication is easier said than done. It’s more a creative challenge where a communication needs to be integrated within the content architecture without vampiring the content integrity. But this demands more collaborative relationship between the brand owner and the media owner. A pretty tricky space! Finally, what will be good for the audience need not converge with pure play brand communication to increase the AIDA model.
Key to terms used in response:
AVOD: Advertising-based Video on Demand
AIDA: Attention, Interest, Desire (or Decision) and Action