In news that has probably come too late for many agencies, a new study has revealed that consumers want advertisers to give them the feel good factor with their Christmas campaigns this year.
Undoubtedly the result of COVID, the British study was conducted by advertising companies Unruly and Tremor Video and found that that 47 per cent wanted 2020’s Christmas adverts to make them feel happy.
A further 44 per cent wanted the festive spots to make them feel warm, while 31 per cent pined for nostalgia.
Not that respondents necessarily wanted a laugh, only 17 per cent wanted a giggle from their Christmas adverts.
Information wasn’t a priority either, with only 15 per cent noting it as important.
When it came to COVID, a third of respondents said advertisers shouldn’t mention it in their ads. But did that mean two-thirds thought they should?
The study also noted that with more spare time on their hands thanks to the virus, Brits are preparing for Christmas earlier, half intend to undertake all or most of their Christmas shopping online with 91 per cent likely to increase their Christmas spend in at least one category.
Commenting on the study, Rebecca Waring, global VP of insights at Unruly said: “We know many brands are still unsure how to approach Christmas advertising this year. Our research shows a third of people think ads should reference COVID, while just under half of respondents had no opinion either way.”
Alex Khan, group managing director, international at Unruly added: “Online shopping and TV consumption are on the rise this Christmas, and as these channels are increasingly embraced due to continued stay-at-home restrictions, advertisers should seize this opportunity to deliver highly-targeted, personalised ads across all screens, particularly CTV and mobile.”
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