People Block Ads When Ads Block Them: Why Brands Need ‘Resonance’
Contextual relevance has been a trend among marketers for some time now. Creating this relevance through various customization methods, like day-parting, targeting, placement and SEO/SEM, has become a baseline for planning today. But it’s no longer enough to make an impact.
Until now, the goal has been to place your brand message adjacent to a relevant content and hope that it catches someone’s eye. That works most of the time, but the industry is becoming more sophisticated. With massive data and technology, marketers have an opportunity to build upon right person, right message, to also create right experiences. This is ‘resonance.’
In Science, resonance is a term used to describe sound and music. It occurs when a signal and its environment pair and interact so that the original signal is amplified. In advertising, resonance is achieved when a brand message and organic user experience flow together so well that they create a feedback loop, amplifying each other beyond the possibilities of their individual parts.
Resonance is the key to creating an ad campaign that seamlessly integrates into a user experience, rather than interrupting it. It turns your advertisement into a message that is additive to the user’s core intent, doing so much more for your brand long-term. It raises awareness and drives action, but most importantly helps cultivate a lasting, deeper relationship with your consumer.
Do you want to learn more about resonance right now?
Read Pandora’s Guide to Resonance to learn:
- How to align with core user intent to achieve resonance
- The best Pandora advertising solutions to help you do it
- An example of resonance in action
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