Consumers in GCC feel most favorably about a brand when they see the Ad in a Premium News Site
It is the first time that diverse markets have been examined comparatively in order to discern local idiosyncrasies in consumer attitudes towards advertising during a crisis. The study addresses critical questions for marketers and media planners such as consumers’ expectations from brands during the pandemic, as well as acceptance levels of ad adjacency next to COVID-related content across industry verticals such as Food and Beverage, Telcos, Banking/Insurance, Government, Pharmaceuticals, Automotive, Fashion and Beauty.
Odysseas Ntotsikas, Founder of Project Agora and Union’s Board Member, said: “Our industry has at times been plagued by stereotypes and an efficient yet ineffective one-size-fits-all approach. Addressing this chronic problem has become an urgent imperative of the current crisis, and understanding critical differences between countries, while working with local players that have in-depth knowledge, so as to apply these insights into communication strategy, should be a cornerstone of the solution. Now more than ever, local context matters“.
The full research can be downloaded here: https://bit.ly/36CNfDk