Every media strategy starts from the same point: the consumer. To capture their attention and impact them effectively, it is essential to understand their behaviour and consumption habits.
A few years ago, television dominated as the most consumed medium and the one with the greatest reach. However, the digital age and hyper-connection have changed the rules of the game, opening up a range of possibilities that have transformed the way users interact with advertising. In this new scenario, media agencies must adapt quickly or risk becoming obsolete.
Hyperconnectedness and the new consumer
Today’s consumer is, first and foremost, hyper-connected. Technology has revolutionised everything from the way we watch television to how we shop. Our daily routine and our leisure time are linked to screens: entertainment platforms, social networks, online media… A digital ecosystem that also exposes us constantly to advertising impacts.
In the past, advertising was in well-defined blocks: TV commercials, newspaper clippings, billboards. Today, commercial bombardment is constant, which can lead to less effectiveness. It is not that consumers are no longer interested in brands, but that there are fewer and fewer brands capable of capturing their interest. The key is to stand out with messages and values that really connect with them.
Ads that don’t look like ads
In an environment saturated with commercial messages, capturing the consumer’s attention requires creativity and strategy. New advertising formats walk the fine line between entertainment and advertising.
Social media has driven this trend, allowing brands to integrate themselves naturally into the content that users consume. Influencers, for example, have perfected the art of storytelling, creating a bond of trust with their followers. For many consumers, their recommendations are equivalent to those of a friend, making them a highly effective advertising channel.
Sustainability and ethical values as decision factors
The change in consumer habits is not limited to the format of advertising. Users’ interests and concerns have also evolved. Today, sustainability is a key factor in purchasing decisions.
Consumers evaluate not only the product, but also the ethical behaviour of the company. They investigate the origin of brands, their production processes and their environmental impact. Increasingly, they are looking for companies with values aligned with their own, which forces brands to be more transparent and responsible in their communication.
Adapt or fade away
The consumer has changed, and with it, the way brands must reach them. It is no longer enough to launch a message: it is necessary to generate impact, connect emotionally and offer real value.
In a landscape where competition for attention is fierce, media agencies and brands must redouble their efforts to understand new consumer dynamics and adjust their strategies. Only then will they be able to stay relevant in a world where change is the only constant.
