Nailing your adverts: What to look out for and how to implement.

Adverts are often the first interaction a customer has with a brand, be this Out Of Home or print in a more traditional format or digitally through paid search, paid media or social. Vitally, adverts are expensive and it’s important to execute them effectively in order to maintain a strong ROI.

Adverts are a great case study of brand building, they can have a significant effect on market share and providing you have a bulletproof strategy to nurture your newly acquired leads, and boost revenue and customer numbers.

We break down some important points to consider when developing your new adverts for 2025:

·       Differentiation: An obvious point maybe, but there is more to this than simply being different. “When everyone zigs, zag” famously muted by Barbara Noakes, has seen many brands fall short of staying relevant to the customer. You don’t need to rewrite the rulebook for your ad, it needs to be relatively different to competitors but true to your brand.

·       Relevance: Adverts must relate to your core customer base, this has historically been achieved by using humour, industry ‘in-jokes’, emotional content or culturally popular topics that your customer will connect with

·       Entertainment: Crucially, this is often seen as high-energy, comedy-driven concepts. Entertainment comes in many forms and as long as it’s creating powerful connections with your customer and making them feel something, this is entertaining. Take John Lewis adverts, always hugely successful and often touching on more sensitive topics and always entertaining the customer.

·       Emotion- Emotion is continuously shown to be what creates brand salience and builds brand trust. This can supercharge an advert and its key when building a brand advert as opposed to product-specific.

·       Consistency – Does your advert fit with your brand? Research states that consistent brands generate 27% more brand effects and double the profit gain.

·       Brand Salience- If you asked 10 people to watch your advert and asked them what one word they remembered from the ad, is this the word you’re aiming for? Don’t overcomplicate your advert.

A fantastic example of a brand that wins in their adverts every time is a recent Yorkshire Tea advert, you can check it out Here.

Creating adverts and understanding where to place them can be complicated and nuanced, at SRPR we specialize in campaign strategy and advertising creation. Get in touch with us to discuss how you can make your ads stand out in 2025.